Lidl has split its S1bn European media account, with Omnicom gaining the lion’s share ($780m including the UK) with Havas winning $250m including Lidl’s home market Germany.
The business was previously split across all the holding companies who all pitched.
Lidl says: “Lidl is realigning its media activities: we are consolidating the management of our national budgets in 30 countries in order to optimally combine international synergies and efficiency with local market expertise.”
The split is a result for Havas which has hitherto failed to disturbed the industry-wise move of big media accounts to the three big holding companies (Omnicom, Publicis and WPP.) Lidl is currently looking for a new creative agency.
