Dive Brief:
- PHD, an Omnicom shop, has held onto Mercedes-Benz's business after an agency review.
- According to a Mercedes-Benz spokesperson, the luxury car brand reviews its agency every few years to ensure it still has the best fit.
- Omnicom has retained Mercedes-Benz's media business since 1999.
Dive Insight:
A review can be scary for agencies because it can sometimes signal that the brand involved isn't satisfied. If the agency is retained after a review, however, the relationship can become even stronger. The review becomes an opportunity to deeply discuss the relationship and move forward. The fact that Omnicom has held onto Mercedes-Benz's media business for so long underscores the benefits that can come from regular agency reviews.
