Omnicom wins Mercedes-Benz global account

Chris Pash
By Chris Pash | 21 September 2021
Credit: Marcel Strauss at unsplash

Omnicom has won the global account for both media and creative for Mercedes-Benz following a six month competitive pitch against Publicis Groupe.

The agency is forming a new unit called Team X -- a fully integrated, global agency model from performance content development to media playout and measurement -- from January 2022 with responsibility for Mercedes-Benz businesses in more than 40 markets. OMG is the incumbent in Australia.

The global account is reported to be worth more than $US600 million. 

“We share the importance of this moment and feel privileged to partner with Mercedes-Benz as they transform and merge their global marketing and communication activities”, says Omnicom CEO John Wren.

"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.

"Our newly formed Team X delivers on that goal, creating a streamlined global structure with clear single points of contact as well as innovative data and analytics connected in every layer." 

Omnicom also announced it is buying two agencies with Mercedes Benz accounts. It agreed to acquire antoni, a Berlin-based, digitally-native advertising agency launched in 2015 with founding client Mercedes-Benz.  It is also buying Oliver Schrott Kommunikation GmbH (OSK), one of Germany's leading public relations and communication agencies.

Mercedes-Benz says it is re-orchestrating its communication content across all channels to deliver a data-driven, personalised and seamless brand experience.

Britta Seeger, responsible for sales at Daimler AG and Mercedes-Benz AG: "This is where Team X will act as our holistic, fully networked agency partner for globally sustainable, efficient and effective communication.

“Our goal is to build the most desirable cars in the world – we also want to convey the desirability of our products as well as our esteem for our customers in every contact with our brand."

Mercedes-Benz is also focusing even more on generating brand-defining experiences that lie outside the classic campaign – from events to collaborations.

Agency groups involved in the pitch were asked for a concept for a fully integrated global creative agency. T

Mercedes-Benz says 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.

"Working closely with the Mercedes team, Omnicom Group plans to further refine the model, bringing together best-in-class specialists across disciplines within their existing agency network in the United States, Europe and China."

Bettina Fetzer, vice president communications & marketing Mercedes-Benz AG: “The creative unit with hubs in the US, Europe and Asia will take local needs into account early into the strategy and creative work, and adapt global brand presences in a regionally nuanced way

"In addition, together with all regions, we want to significantly strengthen the communicative and experience-oriented proportion of brand communication.

In parallel, we will work as a team on continuous brand development and the design of our style-defining appearance across touchpoints and audiences – in all regions and markets. One presence, one brand experience – one 'Mercedes look and feel' for all brand-defining activities worldwide – that is our goal." 

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