SINGAPORE – OMD, the media agency under Omnicom Media Group, has been appointed Media Agency of Record (AOR) for Under Armour in the Asia Pacific region. The announcement follows a highly competitive six month pitch process involving agencies from multiple global holding companies.
This latest win extends OMD’s global remit with the performance-driven sportswear brand, building on their successful collaboration in North America and EMEA, which began in 2023. The expanded partnership sees OMD taking the reins across key APAC markets including China, Korea, Australia, Singapore, Malaysia, Thailand and Hong Kong.
Charlotte Lee, CEO, OMD APAC, said, ”Since 2023, Under Armour and OMD teams across North America and EMEA have been co-creating solutions that drive growth in an increasingly complex media ecosystem and highly competitive consumer category. As that collaboration expands to a new market with its unique challenges and opportunities, OMD APAC will bring our industry-leading talent, tools and technology to the core mission of turning consumers into Under Armour customers and turning Under Armour customers into Under Armour loyalists.”
Dimitrija Georgiev, Head of Media and Digital Marketing, Under Armour, said, ”We are excited to expand our global partnership with OMD. Their unmatched scale, sharp strategy, fresh thinking, and best-in-class analytics make them an exceptional partner. As our brand continues to grow globally and lean further into a digital-first approach, this collaboration will help us stay connected, move faster, and maximise impact. We’re energised by what’s ahead and what we’ll build together.”
Throughout the pitch, OMD showcased its proven ability to merge brand storytelling with performance precision, particularly in complex digital landscapes like China, where the agency has developed deep capabilities in social and ecommerce integration. This, combined with the agency’s Agency as a Platform model unlocking access to a network of Omnicom’s specialist agencies reinforced its position as a future facing partner ready to lead in modern media.
The win further consolidates OMD’s dominance in the region, following its top ranking in Southeast Asia, Australia, and New Zealand in the RECMA Diagnostics report, and a consistent #2 spot across APAC for the third year running.
The announcement also aligns with the agency’s new global positioning, “We Create What’s Next” – a bold articulation of OMD’s mission to shape the media landscape through creativity, data, and innovation. It reflects a firm commitment to helping brands navigate new frontiers in retail media, connected TV, influencer ecosystems, and AI driven search.
