Omnicom Media Group wins Mercedes-Benz’s parent company Daimler AG’s global media account
Omnicom Media Group will be responsible for all Daimler divisions: Mercedes-Benz Cars, Mercedes-Benz Vans, Daimler Trucks, Daimler Buses, Daimler Financial Services
Published - 24-October-2018
Daimler AG, the parent company of luxury auto brand Mercedes-Benz, has awarded its global media account to the Omnicom Media Group, according to media reports. The account was won in a global multi-agency pitch.
Omnicom’s win is a major loss for WPP’s GroupM as the group had previously managed a majority of the business in Europe and the APAC region. The win is worth between $600mn and $950mn, according to multiple sources.
Natanael Sijanta, Director Marketing Communication, Mercedes-Benz Cars, said, "Our goal is to be the global digital champion in automotive marketing. We aim to fully reorganise our processes and our basis for decision-making in marketing and to address our customers worldwide in a personalised manner with content which is specifically 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.”
OMG will take the keys on January 1, 2019 for more than 40 markets worldwide. Omnicom will be responsible for all Daimler divisions: Mercedes-Benz Cars, Mercedes-Benz Vans, Daimler Trucks, Daimler Buses, Daimler Financial Services.
In February, Mercedes Benz chose Publicis’ customised agency, Publicis Emil, to run the digital transformation process for its marketing. Omnicom will be working in close cooperation with Publicis on the account.
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.”