Omnicom Media Group wins global media account for Daimler AG


Daimler AG, the parent company of Mercedes-Benz, has awarded its global media account to the Omnicom Media Group (OMG).The win sees Omnicom Media Group take responsibility for more than 40 markets worldwide covering Mercedes-Benz and Daimler brands from January 1. In Australia, OMG is the incumbent agency.

Natanael Sijanta, director of marketing communication for Mercedes-Benz Cars, said in a statement: “In the Omnicom Media Group we are delighted to have a top-calibre partner at our side for our global media activities. Daimler is one of the world’s largest advertisers, with a portfolio boasting Mercedes-Benz as a global top 10 flagship brand, making it a highly attractive international account.”

“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.”

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

“Together we are establishing a globally consistent brand image across all communication channels,” said Sijanta. “In the Omnicom Media Group we now have a media partner on board which will have a further key strategic role in our agency vision and which will be crucial in shaping our digital performance.”

The company added in its media statement: “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.”


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