Mercedes-Benz’s parent company Daimler AG has awarded its global media account to the Omnicom Media Group. The win by Omnicom comes after a global multi-agency pitch with several different major holding companies participating. IPG, WPP’s GroupM and Publicis also participated in the pitch. This win for Omnicom is said to be a major loss for WPP’s GroupM. WPP’s GroupM had previously managed a majority of the business in Europe and the APAC region.
Mercedes-Benz Cars Director Marketing Communication Natanael Sijanta said: “In the Omnicom Media Group we are delighted to have a top-calibre partner at our side for our global media activities. Daimler is one of the world’s largest advertiser, with a portfolio boasting Mercedes-Benz as a global top 10 flagship brand, making it a highly attractive international account”.
The media group will take the keys to the account on the 1st of January 2019 for more than 40 markets worldwide. They will be responsible for all Daimler divisions: Mercedes-Benz Cars, Mercedes-Benz Vans, Daimler Trucks, Daimler Buses, Daimler Financial Services.
Omnicom Plans to Focus on Digital Marketing
Parties close to the review also suggested that Daimler looks to focus its marketing effort on digital marketing. The press statement issued by the company reads, “The focus of the cooperation is on increasing synergies for a more consistent presentation of the Mercedes-Benz brand on the digital platforms, accompanied by stronger harmonisation and the ongoing optimisation of central and local digital content on all channels.”
In February, Mercedes Benz chose Publicis’ customised agency, Publicis Emil, to run the digital transformation process for its marketing. They will be working closely with Publicis on the account.
About Omnicom Media Group.
Omnicom Media Group is the media services division of Omnicom Group Inc. They are one of the leading global advertising, marketing and corporate communications company in the world. The media company provides services to over 5,000 clients in more than 100 countries.
They provide services in four disciplines: advertising, customer relationship management (CRM), public relations and speciality services. The services included in these disciplines are media planning and buying, digital and interactive marketing, sports and events marketing, field marketing and brand consultancy. Other major Omnicom clients include Hewlett-Packard Company, Johnson & Johnson, Kraft Foods Group and The MTN Group.