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Aldi moves £60million media account from McCann


After almost 20 years, Aldi is moving its media account from Universal McCann.

Following a review, the supermarket has handed the £60m account to Publicis’ Starcom.

“We’ve had a long, strong partnership with ALDI and are incredibly proud of all the great work we’ve accomplished, together. We wish them nothing but the best and continued success,” said a spokesperson for Universal McCann.

While Starcom will handle its media strategy, planning and buying, McCann UK retains its creative and social media accounts. It won the latter following a major pitch in 2019, which runs through McCann’s Live UK unit.

McCann Manchester has been a key part of the growth of Aldi, most recently  through its Kevin the Carrot campaigns and the long-running Cuthbert the Caterpillar versus Colin the Caterpillar battle.

Prior to that its “Like Brands” campaign made a “gin-loving” granny famous, not least when spoofing a John Lewis campaign.

An Aldi spokesperson said:

“We would like to take this opportunity to thank Universal McCann for the integral part they have played in our growth over the last 17 years, and we look forward to our next phase of growth with the Aldi One team.”

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