Omnicom Beats Publicis To Win Mercedes’ Global Agency Consolidation

Omnicom Beats Publicis To Win Mercedes’ Global Agency Consolidation
SHARE
THIS



Omnicom Group has won the global consolidated media, brand and performance marketing account for Mercedes-Benz, beating off Publicis Groupe after a six-month pitch process. The holding company will take the reins early in 2022.

In winning the business, Omnicom has announced it will create Team X, a dedicated unit that will handle all facets of the brand’s global communications, including all the car brand’s creative, CRM, media, digital across all 45 markets.

Previously, Mercedes’ media was handled by Omnicom, while Publicis was in charge of the creative and marketing.

As part of the win, Omnicom will also acquire two agencies, Antoni, a Berlin-based, digital shop and OSK, a German PR and communications agency. Both agencies already work with Mercedes after they collaborated during the pitch process.

Commenting on the win, Omnicom Group CEO John Wren said: “Mercedes-Benz was looking for a holistic agency partner that could help deploy a sustainable and globally consistent luxury experience for the company’s brand promise around the world for the first time.”

A spokesperson for Mercedes said the move to Omnicom was “unique in the industry” and it would create a “fully integrated, global agency model – from performance content development to media playout and success measurement – which can serve interested parties and customers with relevant information at all contact points of the customer journey.”

The German car marque added that it was looking for a new direction for its creative, too.

The spokesperson said: “To further develop the brand’s luxury positioning, Mercedes-Benz is also focusing even more on generating brand-defining experiences that lie outside the classic campaign – from events to collaborations.”

It added that it had asked both pitching agencies to invent “a concept for a fully integrated global creative agency” and “this is intended not only to create a globally consistent brand presence, but also to consider the special cultural and social characteristics in the relevant regions”.

“Omnicom Group presented a compelling approach, envisioning an integrated and tailor-made agency solution unlocking a holistic view of the consumer across every brand-defining touchpoint, experience and moment along the customer journey. The model combines the ability to further augment desirability for our brand portfolio while using powerful data to identify and capture future demand potentials,” the spokesperson said.

 

 

Please login with linkedin to comment

mercedes benz Omnicom

Latest News

PodSpot Studios Expand To Sydney & Gold Coast
  • Media

PodSpot Studios Expand To Sydney & Gold Coast

PodSpot Studios, the first network of purpose-built studios founded by content creator and former breakfast radio host Dave Matthews, has launched in two new locations as it gears up for further national expansion amid Australia’s podcasting boom. PodSpot Studios is a collaboration between Matthews’ podcast production company PodSpot and the ASX-listed WOTSO Property, which owns and […]

Cricket Australia Unveils Ashes Campaign “It Just Means More” Via Apparent
  • Campaigns

Cricket Australia Unveils Ashes Campaign “It Just Means More” Via Apparent

As Cricket fans everywhere will tell you, we’re only weeks away from the start of the 2021/22 Men’s and Women’s Ashes series. To mark the occasion and promote the sport’s greatest rivalry, Cricket Australia has launched their largest fully integrated campaign of the season, via creative and media agency Apparent. The work, under the campaign line […]

NSW Government Launches “Feel New” Travel Campaign Via Leos
  • Campaigns

NSW Government Launches “Feel New” Travel Campaign Via Leos

The benefits and transformative powers of feeling have long been the subject of research reports and medical studies. The experience of travel is not only beneficial to our wellbeing, but even the act of travel planning makes us happier. These truths are at the heart of the new tourism campaign launched today by the NSW […]

by B&T Magazine

B&T Magazine
Principals Appoints Rachel Terkelsen To Creative Director
  • Advertising

Principals Appoints Rachel Terkelsen To Creative Director

Branding design agency Principals has appointed Rachel Terkelsen to head up creative for its Melbourne office. Terkelsen joins Principals after spending nine years at PUSH Collective. She has been with PUSH since its inception following lengthy stints at both FutureBrand and Interbrand as well as five years running her own practice, Terkelsen Design. An award-winning […]

Tinkerbell Is Putting Vegemite On Pizza
  • Marketing

Tinkerbell Is Putting Vegemite On Pizza

Over the years, VEGEMITE has been largely misunderstood across the globe, with Aussies often having to defend the spread and detail exactly “how to” best enjoy the stuff. But as it turns out, Australians have been getting it wrong this whole time! VEGEMITE and Thinkerbell ventured to food mecca New York to recruit Brooklyn Master […]

Subway Makes Return To High Seas With ‘Sink A Sub’ Battleship Game
  • Campaigns

Subway Makes Return To High Seas With ‘Sink A Sub’ Battleship Game

Subway has this week, officially launched its digital game Sink A Sub, with the first $10,000 prize already being awarded to a lucky recipient in Queensland. Subway’s Sink A Sub game is a user-friendly experience based on the infamous naval war board game Battleship. It was successfully launched for the first time in 2020 as […]

NITV Appoints Peter Noble To General Manager
  • Media

NITV Appoints Peter Noble To General Manager

National Indigenous Television (NITV) has announced the appointment of Peter Noble as general manager, to support the continued growth and evolution of the channel dedicated to First Nations voices and perspectives. Noble (pictured) a proud Girramay and Bandjin man, joins NITV with more than 20 years’ experience in the media industry, working across content disciplines […]

Queen Of Aussie Pop Culture Abbie Chatfield Signs Podcast Deal With LiSTNR
  • Media

Queen Of Aussie Pop Culture Abbie Chatfield Signs Podcast Deal With LiSTNR

Reality TV star, influencer and unabashed over-sharer Abbie Chatfield has signed with SCA to bring her hugely popular and fiercely candid podcast, It’s A Lot to Australia’s biggest audio content creator –  LiSTNR. Chatfield’s never been afraid to call out bad behaviour or tell it like it is. And that’s just what people love about […]

Sydney Headshots; Daniel Sommer Photography; Sydney Headshot Photographer; Daniel Sommer
  • Marketing

Cheetah Digital Announces Major CM Group Merger

CM Group, a portfolio of martech companies focused on multichannel digital marketing, today announced its merger with Cheetah Digital under the CM Group name. The merger expands and enhances both CM Group’s and Cheetah Digital’s ability to deliver innovative email, omnichannel, personalization, and loyalty solutions. The combined company will own a broad array of technologies […]

Smart Accelerates CTV Growth Ambitions Via Publica Partnership
  • Advertising
  • Technology

Smart Accelerates CTV Growth Ambitions Via Publica Partnership

Independent ad tech platform Smart has announced a new partnership with connected TV (CTV) ad platform Publica to accelerate its growth ambitions. The integration is a major step in Smart’s commitment to building a scaled, vertically-integrated TV advertising platform for media buyers and sellers following its recent acquisition of global premium CTV demand-side platform (DSP) […]

Edge Creates First Local Campaign For Nevro, “I Am Not My Pain”
  • Campaigns

Edge Creates First Local Campaign For Nevro, “I Am Not My Pain”

Independent creative agency Edge has launched Nevro’s first local campaign, “I am not my pain”. Nevro is a medical technology company offering innovative solutions to chronic pain. Their HFX therapy has been available in Australia since 2011 and is a form of spinal cord stimulation (SCS), where an electrical device is implanted surgically near the […]