Omnicom Media Group (OMG) has picked up the media planning and buying account for Daimler’s Mercedes-Benz in South Africa, while holding on to business in Canada, Australia and New Zealand.

 

The review, managed by Ebiquity, saw OMG triumph against at least two other global agency groups.

For greater efficiency, Mercedes-Benz has grouped the four markets into a single media region, spending $75 million across the whole bundle, a source told AdWeek.

“We are further pursuing regional optimization and consolidation in the area of media activities,” said Mercedes-Benz vice president of marketing Jens Thiemer.

“Our concern is for consistent, innovative marketing communications that lead in quality, for still greater efficiency in media planning, and above all to have the right positioning for the global challenges presented by digital media.”

OMG also handles Mercedes-Benz’s US media account, which is valued at over $320m.