The decision means Manning Gottlieb OMD and Goodstuff Communications, the UK incumbents, will continue to work on the £75 million business. The two set up the joint venture Fifty6 to service the account in 2011.
OMD will now handle media across Liberty Global’s 12 markets in the region and all consumer brands, including Virgin Media, UPC, Unitymedia, Kabel BW, Telenet and VTR.
Sources said OMD beat Dentsu Aegis Network in the final stage of the pitch, which began in June. WPP’s Group M was also involved at an earlier stage.
A Liberty Global spokesman said: "After a robust process reviewing potential partners across our footprint, Omnicom Media Group is intended to become our preferred supplier."
Liberty Global currently works with Dentsu Aegis Network’s Carat, Vizeum and iProspect in a number of markets, Havas Media in Switzerland and the Czech Republic, and Interpublic’s Initiative in Austria and Hungary.