Lidl shifts £70m media to Starcom

Lidl, the discount supermarket chain, has appointed Starcom Mediavest Group to handle its £70 million media planning and buying business.

Lidl: surprises campaign
Lidl: surprises campaign

Starcom won the account following a competitive pitch involving five agencies, including the incumbent, M2M.

When revealing the review in June, Campaign reported that Lidl’s media business had more than doubled in size since its £21 million account was awarded to M2M in 2013, making it the Omnicom agency’s largest spending client. In fact, the account is expected to be worth £70 million this year.

Other agencies involved in the pitch were Maxus, Initiative and ZenithOptimedia.

The work will cover all media. The supermarket previously handled its own press planning and buying but Starcom will also take responsibility for those functions when it begins working with Lidl officially on 1 September.

Arnd Pickhardt, the marketing director at Lidl, said: "Starcom impressed us throughout the review: they understand what we are trying to achieve in the UK market and have challenged us to think and approach our media differently, particularly by harnessing data-driven insight.

"We look forward to building a strong and successful relationship with Starcom at this exciting time of growth and expansion for Lidl."

Lidl’s media account will be led by Pippa Glucklich, Starcom UK’s co-chief executive, who will work closely with Lidl’s head of media, Sam Gaunt, and senior media manager Rob Graham.

Glucklich said: "We can’t wait to start working with the team at Lidl as they continue to disrupt and challenge the status quo in their marketplace, with customers at the core of everything they do.

"From the beginning of the pitch process there was a clear synergy between our two businesses – they are a bold, ambitious and forward-looking company and we look forward to successfully growing Lidl’s brand here in the UK."

TBWA\London was appointed to Lidl's creative account in 2013. Before then, the majority of its adspend was invested in tactical print work and creative was largely done in-house.

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