Tabcorp Bets Big on Dentsu: 30-Year OMD Era Ends in Media Agency Shake-Up

Tabcorp has appointed Dentsu to lead its media planning and buying activities after a closed agency review that began at the start of the year. The move ends Tabcorp’s nearly 30-year relationship with OMD.

Tabcorp, Australia’s largest racing, sports, and wagering entertainment company, operates brands like TAB, Sky Racing, and MAX. Kent Madders, Tabcorp’s General Manager of Marketing, praised Dentsu’s innovative approach to client partnerships, stating:

"Dentsu has a long history of helping some of Australia’s biggest brands grow… we were impressed with the strategic approach Dentsu presented to navigate the changing advertising landscape within wagering and enhance Tabcorp’s brand positioning."

Madders also highlighted Dentsu’s technology and automation capabilities as key factors in optimizing media strategy for personalized customer communications.

This win is significant for Dentsu and its new media practice lead, Chris Ernst, making Tabcorp one of Dentsu’s largest media accounts after Woolworths. Ernst commented:

"We’re delighted to partner with Tabcorp on its next chapter of growth. The strong alignment between our teams was clear, as was the potential to bring our strategic capabilities to life at scale."

Dentsu recently folded its media agency brands Carat and iProspect into a master brand under Ernst, a move that saw several leaders depart.

Tabcorp’s selection of Dentsu ends its long-term partnership with OMD. Madders acknowledged OMD’s contributions:

"OMD’s contribution over a long period cannot be understated… We thank them for their support, professionalism, and expertise."

Tabcorp is present in over 3,500 retail venues nationally, while Sky Racing broadcasts 150,000+ live races annually into more than one million homes via Foxtel and globally. It also holds broadcast rights for the Melbourne Cup Carnival and integrates with Nine and Seven’s racing coverage.

This review is part of a series of high-profile media account moves, including Asahi (won by Mindshare) and Samsung (tipped to move to Publicis Groupe).