Omnicom Group has been awarded the worldwide consolidated media, model and efficiency advertising and marketing account for Mercedes-Benz, after vying for the enterprise in opposition to fellow incumbent Publicis Groupe.
The German automotive large was searching for a single-agency mannequin to handle its world media and marcoms enterprise, and Omnicom’s triumph is the results of a six-month closed assessment between the 2 rival company teams.
In an uncommon transfer, Omnicom has purchased two German-based companies, digital store Antoni and PR agency OSK, that already work with the shopper after they collaborated through the pitch course of.
Omnicom, which has made few acquisitions in recent times, stated it purchased each companies on the premise that they might “finest swimsuit an built-in company mannequin” for the shopper.
The brand new “long run partnership” between Mercedes-Benz and Omnicom is because of kick off in January 2022, below the moniker “Crew X”.
Omnicom already had nearly all of the media and advertising and marketing scope whereas Publicis Groupe had a smaller proportion targeted on inventive.
Mercedes-Benz’s resolution will successfully imply the tip of Publicis Emil, a bespoke company unit that Publicis Groupe created in 2018 for the shopper.
The German automotive large’s unified strategy to its company relationships comes within the wake of an inside transfer to merge its communication and advertising and marketing departments, in addition to its efficiency advertising and marketing actions into internals hubs based mostly in 4 areas – Europe, the US, China and “Abroad”.
Mercedes-Benz described the Omnicom deal as “distinctive within the business”, saying it could create a “totally built-in, world company mannequin – from efficiency content material improvement to media playout and success measurement – which might serve events and prospects with related data in any respect contact factors of the shopper journey”.
Omnicom is including greater than 400 workers with the company acquisitions. Antoni was based in 2015 with Mercedes-Benz as its founding shopper and employs 170 folks. OSK was based in 1993 and employs 225 workers.
New inventive company idea
Mercedes-Benz revealed that a part of the pitch course of concerned a rethinking of its inventive technique.
“To additional develop the model’s luxurious positioning, Mercedes-Benz can also be focusing much more on producing brand-defining experiences that lie exterior the basic marketing campaign – from occasions to collaborations,” the corporate stated.
The automotive producer requested each company teams to provide you with “an idea for a completely built-in world inventive company” – “that is meant not solely to create a globally constant model presence, but additionally to think about the particular cultural and social traits within the related areas”, Mercedes-Benz stated.
“Omnicom Group introduced a compelling strategy, envisioning an built-in and tailored company resolution unlocking a holistic view of the patron throughout each brand-defining touchpoint, expertise and second alongside the shopper journey. The mannequin combines the power to additional increase desirability for our model portfolio whereas utilizing highly effective information to determine and seize future demand potentials.”
Omnicom will convey collectively specialists throughout completely different disciplines from its companies in the USA, Europe and China – in addition to from antoni and OSK.
“Constant buyer communication”
Britta Seeger, member of the board of administration of Daimler and Mercedes-Benz liable for gross sales, stated: “With this resolution, Mercedes-Benz is setting the following milestone in constant buyer communication on all channels – on-line and offline. By bringing collectively a brand new, totally built-in unit, Mercedes-Benz is re-orchestrating all of its communication content material throughout all channels to ship a data-driven, personalised and seamless model expertise for purchasers in any respect touchpoints worldwide.
“That is the place ‘Crew X’ will act as our holistic, totally networked company accomplice for globally sustainable, environment friendly and efficient communication. Our aim is to construct essentially the most fascinating automobiles on the planet – we additionally need to convey the desirability of our merchandise in addition to our esteem for our prospects in each contact with our model.”
John Wren, chairman and chief government of Omnicom Group, stated: “Mercedes-Benz was searching for a holistic company accomplice that might assist deploy a sustainable and globally constant luxurious expertise for the corporate’s model promise world wide for the primary time.
“Our newly fashioned ‘Crew X’ delivers on that aim, making a streamlined world construction with clear single factors of contact in addition to progressive information and analytics linked in each layer. We sit up for supporting Mercedes-Benz in a long-term partnership to additional enhance the desirability of its model portfolio and pioneer the creation of personalised and extremely efficient buyer communications.”
Mercedes-Benz harassed it ran “a good and clear course of” that adopted tips from World Federation of Advertisers (WFA) and the European Affiliation of Communications Companies (EACA).
“The company companies introduced had been assessed in response to uniform standards and collated to type an total outcome utilizing a predetermined weighting key. Proof of and dedication to a sustainable enterprise technique was a related a part of the choice standards,” the corporate stated.