Omnicom has been appointed to handle global media business for the Mercedes brand. This following a review by parent company Daimler which confirmed the win today concluding a review that began in May.
The news comes as yet another blow for WPP’s GroupM which had previously managed a majority of the Mercedes media work in the APAC region and Europe. Omnicom already held the business as the incumbent in the U.S., Canada, South Africa, Australia and New Zealand.
The win is a big one for Omnicom, with Mercedes-Benz’s annual global paid media spend estimated at $950 million.
“In the Omnicom Media Group we are delighted to have a top-caliber partner at our side for our global media activities,” said Natanael Sijanta, director of marketing communication for Mercedes-Benz Cars. “Daimler is one of the world’s largest advertisers, with a portfolio boasting Mercedes-Benz as a global top 10 flagship brand, making it a highly attractive international account.”
The win will see Omnicom officially starting the work January 1, 2019, responsible for more than 40 markets worldwide and all Daimler divisions which include Mercedes-Benz Cars, Mercedes-Benz Vans, Daimler Trucks, Daimler Buses, Daimler Financial Services.