Published on: July 29, 2026
Omnicom Media Group’s OMD has been appointed to manage media planning and buying for Qantas Group’s Qantas and Jetstar brands across key Asian markets, following a competitive pitch.
Under the expanded mandate, OMD will oversee media strategy, planning and buying for Qantas Group across Singapore, Thailand, Indonesia, the Philippines, Hong Kong, Taiwan and Japan, in addition to handling regional campaigns.
The appointment strengthens OMD’s existing relationship with Qantas. Previously, the agency managed media duties for the Qantas brand, while WPP handled Jetstar’s media business across the Asian region. With the latest consolidation, OMD will now oversee media responsibilities for both airlines in these markets.
The combined account, valued at more than US$16 million in annual Asian media billings, will be managed from OMD’s Singapore and Japan offices.
Commenting on the expanded partnership, Charlotte Lee, President, OMD APAC, said: “This expansion and consolidation reflect the strength of our partnership with Qantas and the trust we have built together across the APAC region over many years.
“As consumer journeys become increasingly fragmented and new purchase pathways continue to emerge, data, technology and innovation are critical to helping brands stay connected to their audiences.
“By combining our industry-leading tools and technology with world-class talent and capabilities, we are able to simplify complexity, unlock growth opportunities, and create more meaningful connections between Qantas and its customers.”
The Australian market was not included in the review. OMD continues to manage media duties for Qantas in Australia, while Wavemaker retains responsibility for Jetstar’s domestic Australian media account.
The latest appointment follows Qantas Group’s decision last year to discontinue Jetstar’s intra-Asia operations, although the airline continues to operate international services connecting Australia and Japan with destinations across the region.
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