Robert Sawatzky
Mar 13, 2020

OMD and Wavemaker split Daimler's media business in China

OMD wins Daimler's locally-produced auto business while Wavemaker retains the foreign import business.

OMD and Wavemaker split Daimler's media business in China

Daimler AG has concluded its media review process in China, awarding business to both OMD and Wavemaker, Campaign has learned. 

The German automaker has long split its media duties in two parts. Wavemaker has handled Daimler's foreign import model business, while a local agency, Century BAC, has managed the joint venture locally-produced Mercedes Benz vehicles, which recently has involved larger spends, Campaign understands.

Heading into its media review, it was thought Daimler might be looking to consolidate more business with Omnicom Media Group after awarding it most of its global business in 2018. 

Following the competitive pitch, OMD was awarded the larger local JV business, but Wavemaker has retained media duties for the international imports. A source close to the review tells Campaign that media spends between the two divisions shifts often based on brand strategy. 

Both OMD and Wavemaker declined comment for this article. 

Source:
Campaign Asia

Related Articles

Just Published

21 hours ago

Cannes Lions Grand Prix winner faces scrutiny over ...

DM9, part of the DDB network, faces fallout over its Grand Prix-winning campaign for Consul Appliances, with Chief Creative Officer Icaro Doria stepping down after allegations of AI manipulation and unauthorised footage usage.

1 day ago

Cannes Lions faces calls to step up action on ...

Women sought refuge in the Empower Café when the Cannes Lions safe zones were not open.

1 day ago

WPP Media appoints first global client presidents ...

Caroline Foster Kenny and Stephanie Prager are the new global client presidents.