From 1 September, Starcom MediaVest’s co-chief executive Pippa Glucklich will head up the account, alongside Lidl’s head of media, Sam Gaunt and senior media manager Rob Graham.
Arnd Pickhardt, marketing director at Lidl said Starcom impressed and challenged the brand to approach its media differently, particularly around its use of data.
“We look forward to building a strong and successful relationship with Starcom at this exciting time of growth and expansion for Lidl,” he added.
Previously, the supermarket handled its own press planning and buying but this will move across to Starcom as well as its TV, outdoor and digital buying.
The discounter achieved a £4bn in UK sales last year (up 21 per cent the year previous) and currently holds a four per cent share of the grocery market thanks in part its increased investment in marketing.
It has been steadily building its association with ‘quality’, using its most recent campaigns to show consumer reactions to blind taste tests.
