What you need to know:

• Zenith retains Aldi account locally after global pitch.
• More global business consolidated into Publicis – UK, US and Ireland markets as well as Australia.
• Creative not being consolidated, BMF remains agency of record.

Zenith has retained the Aldi account as the discount supermarket consolidates more of its media business into Publicis.

An Aldi spokesperson confirmed the deal as part of a global review, with marketing boss Mark Richardson running the rule over partners locally. They said the relationship would remain unchanged, though the consolidation would bring “global efficiencies” into play.

In the UK, UM has lost the business, worth an estimated £66m (A$115m) to Starcom, having held for the best part of two decades. Following the review across ‘Aldi South’ markets, Publicis-owned agencies now house the business across the US, UK and Ireland as well as Australia.

Aldi’s Australian media spend is circa $50m. The spokesperson said there are no plans to consolidate creative locally, with BMF holding the account for 21 years and delivering highly effective work.

The retention maintains momentum for Publicis after losing out to incumbents OMD and Deloitte for the Coles business locally.

Woolworths may be next off the block with a contract extension understood to expire next year. With Zenith holding Aldi and Starcom housing Metcash, Spark Foundry could conceivably bid to bring another retailer into the fold.

Since launching in 2001, Aldi has opened 581 stores in Australia. Per Roy Morgan data the retailer had a 12.4 per cent grocery share in 2020. That share may now be higher, despite incumbent supermarkets fighting back on price: This year Aldi research compiled by PwC suggested one in ten shoppers have changed supermarket as the cost of living spirals.