OMD will partner with Cheil Worldwide to handle South Korean tyre manufacturer Hankook's European media activities after a multi-stage pitch to win the €20m account.
The agency will be responsible for strategy, planning, buying and international coordination for markets in the UK, Germany, France, Italy, Spain, Hungary and Sweden.
The account will be handled by OMD in Düsseldorf and the agency will begin preparing media strategies and a winter campaign over the coming months.
Nikki Mendonça, president of OMD across EMEA, said the news showed the benefits of agency cooperation: “We are thrilled to have won this business and are very excited about activating Hankook’s ambitious plans going forward. The company has an enviable global footprint and OMD’s strength in emerging markets will help accelerate their growth even further.
“Our collaboration with Cheil is also indicative of how agencies can create greater value for clients through closer creative cooperation and working practices.”
Mr Sung Woo, head of global media at Cheil HQ, said: “We are very much looking forward to seeing the fruits of OMD’s strengths, setting us apart from our regional agency partners in North America, China, South East Asia and Middle East.”
Cheil has handled Hankook Tire’s global marketing activities since 2009.