Mercedes media buying and planning under global review

Arvind Hickman
By Arvind Hickman | 8 May 2018

Mercedes-Benz parent company Daimler has launched a global media review.

AdNews understands the global media review includes Australia, but is being closely controlled in Germany where Daimler is headquartered and the input from Australia is likely to be minimal at best.

In Australia, Omnicom Media Group’s boutique agency Foundation handles the German car maker’s media buying and planning.

Foundation retained the business in a multi-agency pitch in late 2015, but declined to comment on the process.

Recently, Daimler completed a global creative and digital agency review, handing the business to Publicis Groupe in a six-month review that also involved WPP and Omnicom.

Mercedes contract with Foundation is due to expire next year.

OMG handles media for Mercedes in the US, Zenith manages the majority of international markets and Wavemaker works on the brand in some South East Asian markets, such as Vietnam, Indonesia, Malaysia and Thailand, as well as the Middle East.

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