Optimise Secures Halfords Group Affiliate Marketing Programme via MG OMD

London, September 2025 — Optimise has been selected to power the Halfords Group Affiliate marketing programme, following a competitive review led by MG OMD.

MG OMD appointed Optimise after a rigorous RFP process designed to ensure the group had the right technical capabilities, transparency, and efficiencies in place. The Optimise Partner Platform stood out for its ability to manage the complexities of the Halfords Group — spanning Halfords Retail, Halfords Garages, National Tyres & Autocare and Tyreshopper — while providing greater visibility and consistency across the business.

A key differentiator was GroupView, which enables the Agency to track, report and bill across Halfords’ multiple brands and cost centres with ease, streamlining processes, improving publisher payments, and unlocking deeper insights across the group.

Combined with the advanced Market Intelligence tool, which provides whole of market insight on competitors and their rates, positions, placements and promotions in the cashback and voucher code channels, and a highly intuitive interface, the platform enables Halfords to uncover new growth opportunities while streamlining management across all partnership activity.

Charlotte Morris, Head of Affiliates, Aggregators and Lead Gen at MG OMD commented: “Optimise’s platform will allow us to take the Halfords affiliate programme to the next level. Several features stood out as game-changers, enabling us to unlock insights and efficiencies, as well as gain valuable competitor intelligence to enable sharper strategic direction. We’re confident this partnership will unlock significant value for Halfords.”

Unlike many providers, the Optimise SaaS proposition is not a “plug in and walk away” solution. Every SaaS partnership is supported with key elements including partner migration, new partner identification, and full onboarding, ensuring brands like Halfords can launch quickly, scale confidently, and focus on growth.

“Halfords is an iconic brand, and we’re proud to be supporting MG OMD in driving measurable growth across their partnership channel,” said Leanne Hardy, UK Managing Director at Optimise. “Our platform is designed to cut through complexity, and with GroupView and Market Intelligence, Halfords and MG OMD can achieve the visibility and efficiencies they need to scale.”

The account was pitched and awarded in May 2025, with the programme going live just three months later in August — reflecting the speed and confidence with which Optimise was able to deliver.

Optimise is a global performance marketing and technology company specialising in affiliate, partnerships, and digital marketing solutions. Through its Optimise Partner Platform, the business helps partners, brands and agencies achieve more sales, more easily with less risk.

MG OMD is the most awarded media agency in both the history of the IPA Effectiveness Awards and Thinkbox TV Planning Awards. In 2024 we had an unprecedented year for recognition; winning 100% of the Best Agency accolades; Campaign’s Global Media Agency of the Year, The Media Leader’s Agency of the Year, Media Week’s Agency of the Year and Campaign’s Media Agency of the Year – an honour we’ve proudly retained in 2025.

MG OMD, a proud member of Omnicom Media Group, is more than a media planning and buying agency – we are passionate innovators and trusted strategic partners dedicated to creating difference that matters.

Halfords is the UK’s leading provider of motoring and cycling services and products. We operate via 370 Halfords stores, two Performance Cycling stores (trading as Tredz), 498 consumer garages and a network of 92 commercial fleet locations nationwide. Customers also have access to c.250 mobile service vans (trading as Halfords Mobile Expert and National) and c.500 commercial vans. Customers can shop at halfords.com and tredz.co.uk for pick up at their local store or direct home delivery, as well as booking garage services online at halfords.com. Through its subsidiary Avayler, Halfords also sells the Group’s bespoke, internally developed software as a SaaS solution to major clients worldwide.

www.halfords.com www.avayler.com www.tredz.co.uk www.halfordscompany.com

Carla Arrindell Global Sales & Marketing Director Optimise Media E:carla.arrindell@optimisemedia.com T:(44) 7876644136