Omnicom wins global Mercedes media

Lindsay Bennett
By Lindsay Bennett | 24 October 2018

Omnicom has won the global Mercedes media business following a review by parent company Daimler, which sees Foundation retain the business locally.

Daimler AG confirmed today it had awarded its global media planning and buying to Omnicom Media Group, concluding a review that began in May.

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

Foundation retained the business in a multi-agency pitch in late 2015. AdNews understands the Mercedes contract is set for review next year with its three year contract coming to an end.

Globally, the news marks another blow for WPP's GroupM which had previously managed a majority of the business in Europe and the APAC region.

As well as Australia, Omnicom was the incumbent in the US, Canada, South Africa and New Zealand.

Several major holding companies, including IPG and Publicis, were also reportedly involved in the pitch.

Earlier this year, 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.

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