Austria: Publicis retains Aldi’s Global Media work with bespoke Aldi One

Discount Retail Chain Aldi South has assigned Publicis Media for its global media planning and buying work following a lengthy competitive pitch.

Publicis won the review with a bespoke model, Aldi One. The win covers all of Aldi’s markets, including Europe, Australia, USA and China, where Publicis’ Zenith was the incumbent.

Zenith had had previously retained the account in October 2022 after first winning it in 2016. It’s widely known in the market that Zenith has produced very strong work for Aldi over the years.

In October 2022, COMvergence reported the account to be worth US$33 million.

The pitch started back in January, with WPP Media and Omnicom Media Group also in the mix.

Globally, the global Aldi South account is thought to be worth some US$871 million, again according to COMvergence. BMF is Aldi UK’s local creative agency.

Read more: Publicis Retains Aldi's Global Media Work With Bespoke Aldi One Model - B&T

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