Publicis Groupe has clinched Aldi’s global media account and emerged victorious from a high-stakes review that reshaped the supermarket chain’s marketing approach.

Scale of the Assignment

According to COMvergence, Aldi spent an estimated $925 million on measured media worldwide last year, which underscores the scale of the assignment.

Previous Oversight by Publicis

Publicis had previously overseen the brand’s activity in key territories such as the United States and United Kingdom through its Starcom agency.

Unified Media Strategy

The new agreement unifies all of Aldi’s markets under one umbrella, with Publicis creating a dedicated unit called “Aldi One” to manage strategy and execution seamlessly across regions.

Aldi’s Expansion Drive

The development comes as Aldi accelerates its expansion plans in the United States. The retailer has announced intentions to open more than 225 stores this year, with a broader vision to add about 800 outlets by 2028.

Investment Program

The rollout forms part of a $9 billion investment program that aims to boost Aldi’s presence in one of the most competitive grocery markets in the world.

No Immediate Comments

Publicis declined to comment on the win, while Aldi representatives could not be reached immediately.

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