Publicis Media has won Aldi’s global media planning and buying work following a lengthy competitive pitch.
Campaign UK has reported that Publicis won the review with a bespoke model, Aldi One.
It has also said it understands the win covers all of Aldi’s markets, including Australia, where Publicis’ Zenith was the incumbent.
Zenith had had previously retained the account in October 2022 after first winning it in 2016. It’s widely known in the market that Zenith has produced very strong work for Aldi over the years.
In October 2022, COMvergence reported the account to be worth US$33 million.
The pitch started back in January, with WPP Media and Omnicom Media Group also in the mix.
Globally, the account is thought to be worth some US$871 million, again according to COMvergence.
BMF is Aldi’s local creative agency.
B&T has contacted Aldi for comment. Publicis declined to comment.
