The long-term partnership is set to launch under the name 'Team X' in January 2022.
Omnicom has won the global account for both media and creative for Mercedes-Benz following a six-month competitive pitch against Publicis Groupe.
Mercedes-Benz will consolidate global media, brand, and performance marketing activities under Team X, a tailor-made agency solution from Omnicom Group, Team X will be a fully integrated, global agency model from performance content development to media playout and measurement, with responsibility for Mercedes-Benz businesses in more than 40 markets starting January 2022.
The global account is reported to be worth more than $US600 million.
“We share the importance of this moment and feel privileged to partner with Mercedes-Benz as they transform and merge their global marketing and communication activities”, says Omnicom CEO John Wren. "Mercedes-Benz was looking for a holistic agency partner that could help deploy a sustainable and globally consistent luxury experience for the company’s brand promise around the world for the first time. Our newly formed Team X delivers on that goal, creating a streamlined global structure with clear single points of contact as well as innovative data and analytics connected in every layer."
To support the bespoke agency, Omnicom acquired two Mercedes-Benz partners: Berlin-based, digitally-native advertising agency Antoni, launched in 2015 with founding client Mercedes-Benz; and German PR and communications agency Oliver Schrott Kommunikation GmbH (OSK).
Mercedes is aiming to develop digital and data-based media, as well as brand and performance marketing activities. The new agency set-up will also strive to simplify marketing operations by creating globally consistent brand experiences across customer touchpoints, Mercedes-Benz said in a statement.
Britta Seeger, responsible for sales at Daimler AG and Mercedes-Benz AG, said: "This is where Team X will act as our holistic, fully networked agency partner for globally sustainable, efficient, and effective communication. Our goal is to build the most desirable cars in the world – we also want to convey the desirability of our products as well as our esteem for our customers in every contact with our brand."
Agency groups involved in the pitch were asked for a concept for a fully integrated global creative agency, for which Mercedes-Benz says Omnicom Group presented a compelling approach, unlocking "a holistic view of the consumer across every brand-defining touchpoint, experience and moment along the customer journey."
Bettina Fetzer, VP Communications & Marketing at Mercedes-Benz AG, said: “The creative unit with hubs in the US, Europe, and Asia will take local needs into account early into the strategy and creative work, and adapt global brand presences in a regionally nuanced way. In addition, together with all regions, we want to significantly strengthen the communicative and experience-oriented proportion of brand communication. In parallel, we will work as a team on continuous brand development and the design of our style-defining appearance across touchpoints and audiences – in all regions and markets. One presence, one brand experience – one 'Mercedes look and feel' for all brand-defining activities worldwide – that is our goal."