Triumphing over rival candidates such as Maxus, Initiative, and ZenithOptimedia, Starcom Mediavest Group, the world’s third-biggest communications and media group, has signed a deal to orchestrate all Lidl UK's media activity, report campaignlive.co.uk and thedrum.com.
The portfolio has increased exponentially in terms of spending power during the last number of years, and is now worth an estimated £70 million. Starcom will operate all Lidl UK media, including media buying and press planning, which in the past the retailer has performed itself. The new arrangement officially begins on 1 September.
Arnd Pickhardt, advertising and marketing director at Lidl UK, 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."
Pippa Glucklich, co-chief executive of Starcom’s UK arm, stated, "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."
Glucklich will work in tandem with Rob Graham, Lidl UK’s senior media manager, and Sam Gaunt, its head of media.
© 2015 European Supermarket Magazine – your source for the latest retail news. Article by Peter Donnelly. To subscribe to ESM: The European Supermarket Magazine, click here