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Omnicom beats Publicis to clinch Mercedes' global agency consolidation

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Omnicom Group has been awarded the global consolidated media, brand and performance marketing account for Mercedes-Benz, after vying for the business against fellow incumbent Publicis Groupe.

The German automotive giant was looking for a single-agency model to manage its global media and marcoms business, and Omnicom's triumph is the result of a six-month closed review between the two rival agency groups.

In an unusual move, Omnicom has bought two German-based agencies, digital shop Antoni and PR........

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