Aldi parts ways with Maxus

German supermarket giant Aldi has handed its master media account to ZenithOptimedia, parting ways with Maxus.


The retailer announced the decision to move the account after 14 years with Maxus, following a competitive pitch.

The move is a big win for Publicis-owned ZO, which has been quietly rebuilding under CEO Matt James after losing several major accounts in recent years.

ZO was also in the final three in contention for the Coles media account which was eventually handed to OMD from UM earlier this year.

James told Mumbrella he was “delighted” to be able to represent the brand in the retail space.

The move will also see ZO hiring some staff, although James was coy on exactly how many. It is understood group business director Uma Oldham will lead the account.

The German-retailer is seen as one of the more interesting marketing forces in the market, consistently delivering some of the more innovative creative through its agency BMF. Its marketing division was also shortlisted for Marketing Team of the Year at this year’s Mumbrella Awards.

Its current campaign features products talking to customers about the other offers they could find if they ‘stop and smell the savings’ at the store.

More soon.

The announcement:

ALDI Australia has appointed ZenithOptimedia as its new media planning and buying agency, following a competitive review.

“We are delighted to partner with ZenithOptimedia. Through the tender process, they demonstrated exceptional strategic skills, but perhaps more importantly, shared the values of ALDI Australia. We look forward to working together to show even more Australians what ALDI has to offer,” said an ALDI Australia spokesperson.

“We would also like to extend our thanks to Maxus, who have been a valued partner over the past 14 years and contributed significantly to our success in Australia,” added an ALDI Australia spokesperson.

Matt James, Publicis Media CEO, said: “We are absolutely delighted to be given the opportunity to work with ALDI. They have led an exemplary tender process, demonstrative through their professionalism, vision and inspirational partnership approach. With the Australian retail environment at an exciting and dynamic nexus, having Zenith partner with a disruptor such as ALDI is set to be an exhilarating journey.”

Karen Halligan, Zenith Managing Director, said: “I am very proud of Zenith’s appointment to the ALDI business. We have spent the last 12 months re-imagining and strengthening the agency to continue to build momentum behind our ROI proposition and values. To be able to join forces with a client of ALDI’s calibre is incredibly exciting for our team.”

Katy Websdell, Managing Director – Maxus Sydney, said: “Maxus has enjoyed a long relationship with ALDI and we are very proud to have contributed to their growth during the past 14 years. We wish them every luck in the future as their business continues to expand and grow.”

ZenithOptimedia will commence media buying responsibilities from early 2017.


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