Aldi set to conclude $870 million global media review

Aldi’s global media planning and buying review is set to conclude in September, with three networks pitching for the global account. 

Campaign understands that Aldi invited the trio of networks with which it already works to pitch for the account, namely Publicis Media, WPP Media and Omnicom Media Group.

As a review, it is understood to cover all the markets in which Aldi operates, including Australia and China in the APAC region. 

The review in the UK launched in January 2025, with the brief landing in mid-April.

The UK incumbent is Publicis Groupe shop Starcom. The US is also held by Starcom. Ireland and Australia are held by fellow Publicis agency Zenith, while other parts of Europe are handled by WPP. 

Starcom has been working with Aldi UK since 2022, when it won the business from Interpublic's UM, the incumbent for 16 years.

According to COMvergence, the UK portion of the account had a net media spend of $104.8 million (£77.6 million) in 2024. Globally, the account is projected to be worth $871.1 million (£645.6 million) in 2025. 

McCann, Aldi’s creative agency in the UK, was behind the Kevin the Carrot mascot, who made his Christmas comeback in 2024 on a mission to save the Christmas spirit.

Campaign has asked Aldi, Publicis Media, WPP Media and Omnicom Media Group for comment.