Lidl has realigned its European media operations, splitting its estimated €1 billion media account between Omnicom and Havas.

Omnicom has emerged with the larger share, taking responsibility for media planning and buying across markets including the United Kingdom, with an estimated value of $780 million. Havas has won the remaining $250 million, covering Lidl’s home market, Germany, and other territories.

The business was previously shared among several major agency holding companies, all of which participated in the review.

Lidl said the decision is aimed at improving efficiency while retaining strong local market insight.

“Lidl is realigning its media activities: we are consolidating the management of our national budgets in 30 countries in order to optimally combine international synergies and efficiency with local market expertise,” the company said.

The restructuring means Lidl will now manage its national media budgets through a more consolidated structure, while allowing the appointed agencies to apply local expertise in their respective markets.

The decision represents a significant win for Havas, which has been seeking a stronger foothold in the increasingly competitive global media-review market.

The account award also comes at a time when major media businesses have increasingly consolidated around the three largest holding companies: Omnicom, Publicis and WPP.

For Havas, winning a portion of Lidl’s European media business strengthens its position and demonstrates its ability to compete for large-scale, multi-market accounts.

Lidl is also reviewing its creative arrangements and is currently searching for a new creative agency.

The media realignment is expected to reshape how the retailer plans, buys and coordinates advertising across its European operations, with both Omnicom and Havas expected to play important roles in driving efficiency, local relevance and stronger commercial outcomes.