Aldi has appointed Publicis Media to its global media planning and buying account following a competitive pitch.
The incumbent on the UK account is Publicis Media’s Starcom, but Campaign UK understands that Publicis has won the global review with a bespoke model, Aldi One.
The incumbent in Germany, where the company is based, is Omnicom Media Group, while other parts of Europe are held by WPP.
The US incumbent is also Starcom. Ireland and Australia are held by fellow Publicis agency Zenith.
The win is understood to cover all of Aldi’s markets.
The review initially launched in January 2025, with WPP Media and Omnicom Media Group also pitching for the account.
Starcom has been working with Aldi UK since 2022, when it won the business from Interpublic's UM, the incumbent for 16 years.
According to COMvergence, the UK portion of the account had a net media spend of $104.8 million (£77.6 million) in 2024. Globally, the account is projected to be worth $871.1 million (£645.6 million) in 2025.
McCann, Aldi’s creative agency in the UK, was behind the Kevin the Carrot mascot, who made his Christmas comeback in 2024 on a mission to save the Christmas spirit.
Publicis, Omnicom Media Group and WPP Media declined to comment.
Aldi did not respond to requests for comment.
