Originally published by Adweek, written by Erik Oster.
Graphic design platform Canva has appointed Omnicom Media Group’s OMD, Adweek’s 2019 Global Media Agency of the Year, as its first U.S. media agency of record. It’s also the first time the brand has worked with an outside media agency.
“The U.S. has always been one of our most creative markets so it was an easy decision for us to invest in this market, and we’re really excited to partner with OMD to make this happen,” Canva head of marketing Zach Kitschke told Adweek.
“As an innovative, affordable and reliable solution that supports global collaboration across remote work environments, Canva is a modern media brand perfectly positioned for this moment in time,” said John Osborn, CEO of OMD USA, in a statement. “And OMD has the modern media capabilities they need to best leverage this moment.”
The selection follows a three-month competitive review process involving three media agencies across multiple holding companies. OMD will be tasked with handling all traditional and digital media planning and buying for Canva in the region as the company looks to expand in the U.S. Last month, Canva closed a $60 million funding round, which brought its valuation to an estimated $6 billion, and it recently signed partnerships with FedEx Office and Office Depot.
“We’re living in an age where visual and design literacy is a crucial skill for people from all walks of life—from Fortune 500s, small businesses, nonprofits and classrooms, solo entrepreneurs with modest budgets to creative agencies delivering on a range of client needs,” Kitschke said.
While Canva has largely relied on word-of-mouth since its 2014 launch, growing to over 30 million users, it only recently started playing a more active role in marketing itself as it looks toward future growth, he said.
“With our scale and ambitious plans for marketing, investing in the most effective channels and partnerships is of utmost importance to our growth,” he added. “We needed a well-rounded media agency that is able to supercharge our brand awareness and adoption. OMD is that agency; the team impressed us with their results-driven approach and laser focus for optimization.”
The appointment follows Clorox consolidating its U.S. media account with OMD back in May and the arrival of Shreya Kushari as OMD’s chief client officer in March. Earlier this week, software giant SAP named Omnicom Media Group as its global media agency of record, with OMG servicing the client through a custom North Star unit.