McCann Worldgroup has strengthened its grip on the Aldi account marketing business with the appointment of social media division Live UK to handle all of the discount chain’s social activities, following a pitch.
McCann Manchester first scooped Aldi’s creative account since in 2005, but the business will has been spread across McCann UK network since a repitch in 2016.
The group also handles digital and in-store business while UM is in charge of media planning and buying. Live UK will be responsible for all organic social media and content work, collaborating closely with Aldi’s in-house team. The programme will include “always-on” activity, brand campaigns, and influencer management.
At the last count, Aldi had 1.7 million followers on Facebook, 434,000 on Instagram and 381,900 on Twitter.
In the run-up to Christmas last year, Aldi was crowned the most engaged brand on Instagram, thanks to its Kevin the Carrot campaign. Aldi reportedly beat off 15 competitors – including M&S and John Lewis – between December 8 to 15 to land the top spot.
McCann Worldgroup UK chief executive Mark Lund said: “We are delighted to have won this high profile assignment that further strengthens our partnership.
“Aldi are a great social brand and we are confident this will enable us to drive further growth for Aldi through even tighter integration of campaigns across every touchpoint.”
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