TLDR
Omnicom is out of Aldi South Group's global creative review, and Aldi UK's relationship with Omnicom-owned McCann Manchester has ended after more than 20 years. Two networks remain. In Australia, Enero-owned BMF, Aldi's agency since 2002, says it has a new contract extension and will take part in the review.
KEY TAKEAWAYS
Omnicom out
Omnicom is no longer in contention for Aldi's global creative account, according to a report in UK trade title Campaign cited by B&T. Aldi UK's relationship with McCann Manchester has ended after more than 20 years. McCann became one of Omnicom's networks when Omnicom bought IPG in late 2025.[1] McCann Manchester had held the UK account since 2005.[2]
Campaign reports that two networks are still in the running. An Aldi spokesperson said: "The global tender for future creative agency services is ongoing." Agencies have been told the outcome of the latest evaluation stage, and no final appointments have been made.[1]
A review across 11 markets
The review is run by Aldi South Group, which runs Aldi in 11 markets including Australia and China.[3] The company says it operates in 11 countries on four continents. It opened in Australia in 2001 and now has about 580 stores here.[4] When the review was first reported in March, it was expected to cover the US, China, Germany, Italy, other European markets, Australia and the UK.[2]
BMF's position in Australia
Enero-owned BMF has been Aldi's creative agency in Australia since 2002 and has won Effie awards for the work.[2] It also made the 2024 "Gravy Boat" Christmas ad.[1]
BMF chief executive Stephen McArdle said: "BMF has a strong, long-standing partnership with Aldi Australia and a new contract extension in place." He said BMF "intends to actively participate in the global review of Aldi's creative agency arrangements."[1]
What is at stake
A global creative appointment would decide who handles one of Australia's most visible supermarket accounts, and whether it stays with the agency that has run it for more than two decades. The contract extension gives BMF time, but it does not settle the result. The UK has already shown that a long tenure is no protection: McCann Manchester held Aldi UK for more than 20 years.
SOURCES & CITATIONS
FREQUENTLY ASKED QUESTIONS
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James Dore is founder and editor of Prompt the Market and Strategy Director at Bushnote, a Sydney strategy, SEO and AI search agency. He has a background in strategy, media and financial services, and led consumer product marketing at MONEYME. He writes on AI search, answer engines, technology policy and media economics.
