Omnicom bags Mercedes-Benz global marketing account

Following a six-month pitch against Publicis Groupe, global marcomms leader, Omnicom Group has bagged the global consolidated media, brand and performance marketing account for Mercedes-Benz.

In a statement, Chairman and CEO, Omnicom Group, John Wren disclosed: “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. We look forward to supporting Mercedes-Benz in a long-term partnership to further increase the desirability of its brand portfolio and pioneer the creation of personalized and highly effective customer communications.”

Mercedes-Benz revealed that ‘Team X’ will act as its holistic, fully networked agency partner for globally sustainable, efficient and effective communication.

Britta Seeger, member of the board of management of Daimler and Mercedes-Benz stated: “With this decision, Mercedes-Benz is setting the next milestone in consistent customer communication on all channels – online and offline. By bringing together a new, fully integrated unit, Mercedes-Benz is re-orchestrating all of its communication content across all channels to deliver a data-driven, personalised and seamless brand experience for customers at all touchpoints worldwide. 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.”

As part of the win, Omnicom is acquiring two German-based agencies, digital shop Antoni and PR firm OSK. The holding company will also develop creative hubs in the U.S., Europe and China to have account for the local needs of those markets.


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