Oliver McAteer
Oct 24, 2018

Omnicom Media Group wins $600M global Daimler media account

'It's a blow to the Publicis One schtick—but for GroupM it's an actual loss.'

Omnicom Media Group wins $600M global Daimler media account

Daimler AG has awarded its global media account to the Omnicom Media Group (OMG).

The win is worth around $600 million, according to people with knowledge of the matter. OMG will take the keys on January 1, 2019 for more than 40 markets worldwide.

"Publicis is likely disappointed and it’s a blow to their Publicis One schtick—but for GroupM it’s an actual loss," an industry insider told Campaign US.

The shop will be responsible for all Daimler divisions (Mercedes-Benz Cars, Mercedes-Benz Vans, Daimler Trucks, Daimler Buses, Daimler Financial Services).

OMG was the incumbent on the business in the U.S., Canada, Australia, New Zealand and South Africa. WPP's GroupM held chunks of the account in Asia Pacific and Europe.

"In the OMG we are delighted to have a top-calibre partner at our side for our global media activities," said Natanael Sijanta, global marketing director at Mercedes-Benz Cars.

"Our goal is to be the global digital champion in automotive marketing. We aim to fully reorganize our processes and our basis for decision-making in marketing and to address our customers worldwide in a personalized manner with content which is of relevance to them.

"We have already established a global network of experts for this purpose: our three creative hubs for Europe, the USA and China are producing creative and brand-defining communicative content with great success."

The media review, launched earlier this year, came shortly after Publicis Group was named the international network and digital agency for Mercedes-Benz, following a six-month pitch against rival holding groups WPP and Omnicom. Publicis, which created a dedicated shop for the business, will began working on Mercedes in 37 markets worldwide—excluding the U.S. and China—on July 1.

Source:
Campaign US

Related Articles

Just Published

4 hours ago

Hakuhodo International Indonesia appoints 15 new ...

The largest restructuring in the company's history involved the appointment of new leaders in five key business units and the executive committee.

12 hours ago

Cannes Lions, AI, and the integrity reckoning

The first ever Cannes Lions Grand Prix withdrawal for AI misuse signals a watershed moment, but is this just the beginning of a much bigger reckoning for marketing in the AI age?

12 hours ago

Wrangles in the jury room: how the challenges of ...

Tricky deliberations, outside influences and questionable entries can make the quest to recognise the best work with an award a difficult one.

13 hours ago

Bacardi picks agencies for trio of global creative ...

AMV was the incumbent on Bombay Sapphire's account and BBDO held the Bacardi Rum and St Germain accounts.