Lavazza has served OMD its global media account following a competitive pitch.
OMD will take over media planning, strategy, buying and commerce media from WPP’s Wavemaker. The pitch was down to OMD, Wavemaker and Publicis Groupe’s Starcom.
The remit spans EMEA, the United States and APAC, and will be co-ordinated in Italy.
B&T understands OMD’s scope goes beyond traditional media planning and buying and incorporates all stages of a consumer journey, including commerce and retail media powered by Omnicom’s Flywheel.
In Australia, Lavazza would be considered a small to medium sized client in terms of media billings, but a reputable brand that does interesting creative and media activations.
Globally, Lavazza spent €213.4 million on advertising and promotions, up by 4 per cent on the previous fiscal year.
WPP’s VML Italy leads creative for Lavazza and its work on the Lavazza Tablì campaign won a Grand Effie this year.
