OMG Group Consolidates Marketing Under Today the Brave

ASX-listed health and wellness company OMG Group has appointed Sydney-based Today the Brave as its full-service agency partner, consolidating brand strategy, paid and organic social media, media planning, and retail activation under a single agency remit.

Agency Takes on Full Portfolio Scope Including Two Matcha Brand Launches

Today the Brave will manage marketing across OMG Group's existing brands, Blue Dinosaur and OMG Milk, as well as two new matcha brands scheduled to launch over the coming year: Ōmura, targeting premium and specialty consumers, and Matcha Mode, aimed at mainstream retail shoppers.

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The matcha launches are backed by a five-year supply agreement covering 350,000kg of ceremonial-grade Japanese matcha. Food & Dairy Co has been appointed as the first distributor for the new brands, providing access to more than 2,000 cafes and restaurants across NSW and QLD.

Food & Dairy Co previously delivered 170% growth in oat milk sales for OMG Group, establishing a commercial track record the new agency partnership will aim to match across the matcha category.

OMG Group CEO and Managing Director Alex Aleksic explained the rationale for consolidating agency relationships: "We needed a partner that could balance the need for brand thinking and the realities of bringing it to life everywhere it matters, from media to retail. Today the Brave has the strategic and executional capability to do both, which made them the strongest fit for where OMG Group is headed next."

Today the Brave Strategy Partner Alyce Gillis described the agency's approach: "The opportunity is in connecting the brand idea to every real-world moment it shows up. From what people see on screen to what stops them at the shelf, that's where strategy becomes tangible, and where growth really happens."

Initial campaign activity is already underway across social media, retail environments, and key trade channels.

Consolidation Move Reflects Broader FMCG Agency Trend

OMG Group's decision to bring brand, media, and retail functions under one agency reflects a growing preference among fast-moving consumer goods companies to reduce fragmentation across their marketing operations.

Managing a portfolio that spans functional snack bars, oat milk, and now two distinct matcha brands across specialty, grocery, and food service channels would require tight coordination across multiple agency partners under a traditional model. Consolidating that work into a single remit is designed to keep brand positioning consistent across all consumer touchpoints.

Experiential marketing spend across Asia Pacific is projected to exceed US$6 billion in 2026, reflecting wider recognition among brand owners that digital media alone is not enough to drive purchase decisions in competitive health and wellness categories. Physical shelf presence and in-store activation remain critical points where shoppers decide what to buy.

Dual-Brand Matcha Strategy Adds Complexity to Agency Brief

The simultaneous launch of Ōmura and Matcha Mode presents a specific challenge for Today the Brave. The two brands target different consumer segments and require separate positioning strategies, media approaches, and retail activation plans, all managed within a single integrated agency engagement.

OMG Group's commercial infrastructure for the matcha category is already in place, with the Food & Dairy Co distribution network covering more than 2,000 food service venues. Today the Brave's role is to build the brand demand that supports that distribution footprint from launch.

Further campaign activity across social media, retail, and trade channels is expected to roll out in the coming months.