By Ben Bold and Gideon Spanier
Omnicom Group has been awarded the global consolidated media, brand and performance marketing account for Mercedes-Benz, after vying for the business against fellow incumbent Publicis Groupe.
The German automotive giant was looking for a single-agency model to manage its global media and marcoms business, and Omnicom’s triumph is the result of a six-month closed review between the two rival agency groups.
In an unusual move, Omnicom has bought two German-based agencies, digital shop Antoni and PR firm OSK, that already work with the client after they collaborated during the pitch process.
Omnicom, which has made few acquisitions in recent years, s
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