Following a multi-market global pitch Omnicom Media Group's (OMG) boutique-sized media agency Foundation has retained Mercedes-Benz account in Australia.
According to Nielsen, the account is worth $17.9 million.
As reported by AdNews in September, just two media agencies were left in the running after MEC left the pitch process - that being Omnicom's Foundation and a Publicis/VivaKi offering – either Match Media, Starcom or ZenithOptimedia.
Foundation, which has been operating in Australia since 2004 and has worked with the client for more than 10 years, has been re-appointed to handle media planning and buying for Mercedes-Benz in Australia, effective immediately.
The appointment follows a competitive pitch which included agencies from Publicis and WPP.
OMG has also been re-appointed to the business in New Zealand (retained by the incumbent, Spark PHD), Canada, and is newly appointed in South Africa.
Foundation’s MD, Lachlan Jones, said: “We are passionate about the Mercedes-Benz brand and we love working with the people at Daimler. The pitch process has been enormously helpful to us in re-affirming our commitment to the relationship and ensuring we have not become complacent in terms of the work we deliver.”
Director of marketing at Mercedes-Benz Australia, Jason Nomikos, said Foundation provided an innovative and thorough response to the brief.
CEO of OMG Australia/New Zealand, Leigh Terry, added that the result was testament to the longstanding relationship and a great partnership across Australia and NZ that has gone from “strength to strength now for over a decade, resulting in trust, great work and business results, with Mercedes-Benz having yet another record year of sales”.
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