Aldi parts ways with Maxus
German supermarket giant Aldi has handed its master media account to ZenithOptimedia, parting ways with Maxus.
The retailer announced the decision to move the account after 14 years with Maxus, following a competitive pitch.
The move is a big win for Publicis-owned ZO, which has been quietly rebuilding under CEO Matt James after losing several major accounts in recent years.
Why does the media buying industry announce account wins and losses? All businesses win and lose accounts or contracts every day. It’s just business isn’t it? If a company is building a high-rise, do they announce if they change the cement contractor?
Posturing. “Hey, look at us, we work with a brand you probably know. You should give us your money too so you can be like them” etc. Sad thing is, it works. You can be the best contractor in the market, but if you haven’t shouted loud enough then you won’t get asked to try out. Painful, really, but bands are equally at fault for falling for all the bravado in the first place.
Like Brands. Only Cheaper.
*slow clap*
@ media_pineapple
You are on a marketing, media and advertising site. What exactly do you think you’re going to find here?
A big account moving is news in the industry.
Also relevant b/c GroupM is on a long and sustained losing streak in Australia.
@media_pineapple, announcing account wins / losses is exclusive to media is it?
Alas! No more brilliance like the bear ad for Aldi. Does a bear really . . .