Omnicom Media Group, the media services division of Omnicom Group Inc, has been named the lead media agency for H.J. Heinz, winning media planning and buying for all international markets excluding North America. The assignment represents approximately 70% of the estimated Heinz media investments.
The win follows a six-month review aimed at consolidating Heinz media business, which had been shared by 20 agencies worldwide, to better leverage the brand’s media investment across its global markets. The new relationships will be effective July 1.
The H.J. Heinz Company, headquartered in Pittsburgh, Pennsylvania, is the most global of all US-based food companies. Famous for its iconic brands on six continents, Heinz products are distributed in more than 200 countries around the world, holding the number-one or number-two market position in 50 markets. In addition to its flagship ketchup brand it distributes sauces, soups, beans, pasta and infant foods (representing over one third of Heinz’s total sales) under the Heinz umbrella as well as Ore-Ida potato products, Weight Watchers, Smart Ones, T.G.I. Friday’s snacks and Plasmon infant nutrition.
In a statement announcing the new partnership, Heinz pointed to the strength and consistency of the Omnicom Media Group global network across international markets, as well as the depth and breadth of its analytics platform, as key factors in the decision.
“No one understands the importance of delivering quality and consistency – every day, with every product, in every country, and in an increasingly challenging and competitive marketplace — better than a company that leads its category in more than 50 countries,” said Daryl Simm, chairman and CEO of Omnicom Media Group. “Knowing we’ve met their standard is the ultimate affirmation of our work, our resources and our people.”