Following the completion of a long-term cooperation with media agency OMD, REWE Group has completed a multistage tender process for its bundled media budget in Austria, which includes the media spend for Billa, Merkur, Penny, Bipa, Adeg, REWE Austria Touristic, as well as several other divisions.
Following careful consideration of qualitative and quantitative criteria, Mindshare has emerged as the victor of this process.
The account comprises the total strategical media planning for REWE Group in both classical and digital advertisement formats across Austria.
"We are very happy that with Mindshare we have found a partner, who combines the know-how, expertise and the necessary dynamic, and in addition fully understands the characteristic of the multi-brand strategy of the REWE Group, in collaboration with the individual trade companies and own brands", explained Marcel Haraszti of REWE International AG's board.
Decisive factors were, amongst other things, the chosen media strategy, an understanding of food and drugstore retail and the combination of digital and analog contents in regard to the company's 360-degree perspective.
OMD, the previous account holder was, of course, also invited for participation in the tender process and achieved a 'respectable' result, as did the other six invited agencies, according to REWE Group.
Mindshare will support the REWE Group in Austria starting in 2019.
© 2018 European Supermarket Magazine – your source for the latest retail news. Article by Chiara Di Filippo. Click subscribe to sign up to ESM: The European Supermarket Magazine.