Accenture’s Karmarama wins £70m Lidl

Accenture Interactive’s Karmarama has won the hotly-contested Lidl pitch, beating Leo Burnett, VCCP and WCRS to the German discounter which spends about £70m on UK advertising.

Lidl was handled by TBWA which won many plaudits for its ads (above) but rival discounter Aldi has outperformed Lidl in the UK recently with the help of ads by McCann featuring, inter alia, Kelvin the carrot.

For Karmarama it’s a return to the retail fray. It recently lost Iceland which seems to be at the foreplay stage with Mother. It also briefly handled DIY chain B&Q in pre-Accenture days. The review was handled by AAR.

Lidl marketing director Claire Farrant says Karmarama “demonstrated clearly at the final pitch and through the process their strategic thinking and how that could be delivered creatively.”

Accenture, which bought Karmarama in 2016, seems to have moved smoothly into the agency ownership business with none of the strife that sometimes accompanies such moves. Accenture is believed to be among the potential bidders for MDC Partners, owner of Anomaly and 72andSunny among others.

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