Omnicom Media Group wins global Daimler media account

'It's a big blow to Publicis -- not only in terms of actual revenue loss but also to the whole Publicis One pitch.'

Daimler AG has awarded its global media account to the Omnicom Media Group (OMG).

The win is worth between $600M and $950M, according to multiple sources. 

OMG was the incumbent on the business in the U.S., Canada, Australia, New Zealand and South Africa. Publicis Media looked after a large section outside of the U.S. WPP's GroupM/Wavemaker retains China -- Daimler's biggest market. GroupM did not participate in this review. 

"It's a big blow to Publicis -- not only in terms of actual revenue loss but also to the whole Publicis One pitch," an industry insider told Campaign US. 

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

It is understood that OMD handled the majority of markets outside the U.S. prior to consolidation and is expected to play a significant role going forward. The U.S. market will remain with OMG. 

"In OMG we are delighted to have a top-calibre partner at our side for our global media activities," said Natanael Sijanta, global marketing director at Mercedes-Benz Cars. 

"Our goal is to be the global digital champion in automotive marketing. We aim to fully reorganize our processes and our basis for decision-making in marketing and to address our customers worldwide in a personalized manner with content which is 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."

The media review -- launched earlier this year -- came shortly after Publicis Group was named the international network and creative and digital agency for Mercedes-Benz, following a six-month pitch against rival holding groups WPP and Omnicom. Publicis, which created a dedicated shop for the business, began working on Mercedes in 37 markets worldwide -- excluding the U.S., Germany and China -- on July 1.

Publicis Media declined to comment. 

This story was updated to clarify GroupM's work with Daimler.

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