Robert Sawatzky
Mar 13, 2020

OMD and Wavemaker split Daimler's media business in China

OMD wins Daimler's locally-produced auto business while Wavemaker retains the foreign import business.

OMD and Wavemaker split Daimler's media business in China

Daimler AG has concluded its media review process in China, awarding business to both OMD and Wavemaker, Campaign has learned. 

The German automaker has long split its media duties in two parts. Wavemaker has handled Daimler's foreign import model business, while a local agency, Century BAC, has managed the joint venture locally-produced Mercedes Benz vehicles, which recently has involved larger spends, Campaign understands.

Heading into its media review, it was thought Daimler might be looking to consolidate more business with Omnicom Media Group after awarding it most of its global business in 2018. 

Following the competitive pitch, OMD was awarded the larger local JV business, but Wavemaker has retained media duties for the international imports. A source close to the review tells Campaign that media spends between the two divisions shifts often based on brand strategy. 

Both OMD and Wavemaker declined comment for this article. 

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