OMG takes the wheel for Daimler's US$950m global media account

Daimler AG has appointed Omnicom Media Group for global media duties. The account is reported to be worth approximately between $600 million and $950 million, according to multiple sources.

The appointment is effective on 1 January 2019 and covers more than 40 markets worldwide and all Daimler divisions. This includes Mercedes-Benz Cars, Mercedes-Benz Vans, Daimler Trucks, Daimler Buses, Daimler Financial Services.

The brand said the agency selection was made on the basis of a standardised, uniform process involving all participating regions. The pitch was also supported by Accenture Media Management to ensure a fair and transparent process.

According to a statement, the pitch focused on shaping the digital transformation process in the media area. This is with the aim to address customers and potential customers of the brand in an even more precise and individual manner by means of data-based and personalised digital marketing and to make more effective use of media data. The company also looks to have a means of optimising content and distribution activities. By pooling global media activities, it also looks to achieve additionally efficiency across all channels.

The move comes as the group gears up in its digital transformation process, where it aims to evolve into an integrated and fully interconnected mobility provider. According to Natanael Sijanta, director marketing communication Mercedes-Benz Cars, the goal for the company is to be the global digital champion in automotive marketing.

As such, it aims to fully “reorganise [its] processes and [its] basis for decision-making in marketing” and address customers worldwide in a personalised manner with content which is specifically of relevance to them. The company has also established a global network of experts for this purpose – with three creative hubs in Europe, USA and China.

"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 advertiser, with a portfolio boasting Mercedes-Benz as a global top 10 flagship brand, making it a highly attractive international account,” Sijanta added.

The appointment of Omnicom Media Group comes of the back of Publicis Emil’s support of the brand’s digital transformation process in around 40 markets as our international network agency since July. This is in a bid to establish a globally consistent brand image across all communication channels. Publicis Emil is the customised agency established in Daimler’s collaboration with Publicis which started in February 2018.