By Gideon Spanier
Mercedes-Benz’s global agency consolidation, which was won this week by Omnicom in a shoot-out against fellow incumbent Publicis Groupe, has turned out to be one of the most significant pitch results so far this year.
First, Mercedes-Benz owner Daimler changed the review midway through the process, Florian Adamski, chief executive of OMD, part of Omnicom’s winning team, told Campaign.
What began as a media and digital consolidation changed at quite an advanced stage and became a full-blown integrated review, including creative and public relations, after the German luxury car-maker merged its own marketing and communications teams internally.
That was driven
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