Rent-A-Center Taps OMD

NEW YORK Rent-A-Center has selected Omnicom Group’s OMD to handle media planning and buying duties after a review, the client has confirmed.

The incumbent on the account was Aegis Group’s Carat. It was unclear if other shops competed for the business.

The client spent about $60 million on ads in 2006, up 25 percent from the previous year, per Nielsen Monitor-Plus.

The account will be handled by OMD’s Chicago office and focus on TV, direct mail, radio and Hispanic marketing.

RAC CMO Ann Davids said, “OMD exhibited a solid understanding of our business and our core target audience. OMD’s disciplined approach to planning resulted in a strong strategy and an innovative media plan.”

OMD is well equipped to “help RAC achieve their growth objectives,” said William Gorski, managing director of the agency’s Midwestern operations. “We are pleased to partner with RAC and for this opportunity to further expand an already strong, well-respected brand across all media platforms.”

RAC leases big-ticket consumer items such as household furnishings, home electronics and appliances through more than 3,300 company-owned stores nationwide and in Canada and Puerto Rico. The client is based in Plano, Texas.

Creative on RAC is led by Razor Competitive Edge, an independent shop in Addison, Texas, and the client launched new work in January. That effort, themed “Frustration fantasies,” shows people struggling with broken-down household appliances.