Three contenders emerge locally on $17.9m Daimler/Mercedes Benz media pitch

MercedezThree media agencies are thought to be in contention for the Daimler/Mercedes Benz media pitch with many of the players expected to have to manage conflicts with existing accounts, Mumbrella understands.

Earlier this month it was revealed that the Daimler/Mercedes Benz media account was in play locally, with GroupM’s MEC and Publicis’s Vivaki understood to be preparing a challenge to incumbent Omnicom agency Foundation on the account.

When contacted today all agencies declined to comment, but it is understood the media pitch is a sub regional review impacting the Canadian, Australian, New Zealand and South African markets. 

It is thought Publicis is preparing a pitch from its trading entity Vivaki due to conflicts with ZenithOptimedia having Honda and Starcom having Subaru as clients.

While Vivaki would be the brand pitching in the long term the holding company could look to move the account to newer propositions Mediavest or the recently acquired Match Media, were it to be successful. 

Likewise GroupM entity MEC would also have to manage a conflict with car brand Mitsubishi one of its largest brands. However, this account is run out of its South Australian office.

Foundation is the smallest of the Australian Omnicom media agencies and Mercedes Benz is its largest client.

Nielsen estimates the account has a main media spend of $17.9m in the 12 months to June.

The account is one of more than a dozen global brands, including GSK, Johnson & Johnson, 21st Century Fox and Sony, to have pitch their media in recent months putting well over $200m at play within the local Australian market.

Nic Christensen 


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