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Following a review, Omnicom Media Group has added Daimler's Mercedes-Benz in South Africa and held onto its business in Canada, Australia and New Zealand, where it was the incumbent.
Mercedes-Benz has bundled the four markets into a single media region to yield greater efficiencies. Spending across that region tops $75 million, according to a source close to the process.
"We are further pursuing regional optimization and consolidation in the area of media activities," said Jens Thiemer, Mercedes-Benz's vp of marketing, in a statement.
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