Omnicom Media Group drives away with Mercedes-Benz's parent company Daimler AG's global media account

Daimler AG, the parent company of Mercedes-Benz, has awarded its global media account to the Omnicom Media Group. The account was won in a global multi-agency pitch. The review of the account began in May.

Omnicom’s win is WPP’s GroupM’s major loss as the group had previously managed a majority of the business in Europe and the APAC region.

Natanael Sijanta, Director Marketing Communication, Mercedes-Benz Cars, said, "Our goal is to be the global digital champion in automotive marketing. We aim to fully reorganise our processes and our basis for decision-making in marketing and to address our customers worldwide in a personalised manner with content which is specifically of relevance to them. We have already established a global network of experts for this purpose. Our three creative hubs for Europe, the USA and China are producing creative and brand-defining communicative content with great success.”

OMG will take the keys on January 1, 2019 for more than 40 markets worldwide. Omnicom will be responsible for all Daimler divisions: Mercedes-Benz Cars, Mercedes-Benz Vans, Daimler Trucks, Daimler Buses, Daimler Financial Services.

In February, Mercedes Benz chose Publicis’ customised agency, Publicis Emil, to run the digital transformation process for its marketing. Omnicom will be working in close cooperation with  Publicis on the account.

The press statement issued by the company mentioned, “The focus of the cooperation is on increasing synergies for a more consistent presentation of the Mercedes-Benz brand on the digital platforms, accompanied by stronger harmonisation and the ongoing optimisation of central and local digital content on all channels.”

Daimler's internal pitch team was supported by Accenture Media Management. The agency services presented were assessed according to uniform criteria and collated to form an overall result with the aid of a predetermined weighting key.