Lidl consolidates UK media account with OMD UK

OMD UK and Lidl GB are delighted to announce the consolidation of Lidl GB’s media buying with OMD UK being appointed following an internationally led media buying process. The pitch for the media buying agencies was set up and led internationally, by the Schwarz Group, with countries giving local input and making the final decision.

OMD UK won the media buying pitch, which has resulted in the consolidation of the retailer’s media buying and planning agency structure. Previously, Lidl’s media requirements were split between OMD UK, who handled planning, and Starcom, part of the Publicis Group, who handled buying.

Laura Fenton, Managing Director at OMD UK, adds:

“We have been proud to work with Lidl over the past couple of years on media strategy and planning. They are an incredibly fast-moving business and marketing team and we are delighted to integrate media buying into our remit as we support the next phase of their growth.”

You can read more about the win here.


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