OMG Group has appointed Today The Brave as its full service agency partner, marking a new chapter in end-to-end brand growth, from brand platform through to shelf and point of sale.

Today the Brave will lead brand strategy, social, organic and paid media, as well as trade and retail activation across OMG Group’s existing portfolio, including Blue Dinosaur and OMG Milk, alongside a pipeline of new matcha brands, Omura and Matcha Mode, set to launch over the coming year.

The partnership reflects OMG Group’s ambition to strengthen its presence across consumer, retail and channel touchpoints as it continues to scale nationally. By bringing brand, media and retail thinking together under one agency partner, OMG Group is investing in a more connected approach to growth.

“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,” statedAlex Aleksic CEO & MD, OMG Group. “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.”

For Today the Brave, the appointment reflects the agency’s focus on connecting brand strategy to real-world commercial outcomes.

“The opportunity is in connecting the brand idea to every real-world moment it shows up,” commented Alyce Gillis, strategy partner at Today the Brave. “From what people see on screen to what stops them at the shelf, that’s where strategy becomes tangible, and where growth really happens.”

Work is already underway, with initial activity set to roll out across social, retail and key trade channels in the coming months.