Lidl returns to Havas Media

Havas Media has won the tender to handle Lidl’s media planning and buying. Previously, this role was held by MediaCom.

Havas Media takes over Lidl’s media services

Havas Media will take over media planning and buying starting in May. The company previously collaborated with Lidl at the turn of 2014 and 2015.

However, the company did not disclose the names of other media agencies participating in the tender, nor the value of the media budget.

Lidl Polska — network scale

Lidl Polska is part of the international Lidl group, which includes independent companies operating across Europe. The Lidl network dates back to the 1930s, with the first stores under the brand appearing in Germany in the 1970s. Today, there are approximately 10,000 stores across Europe, with over 550 in Poland.

Havas Media Group structure

Havas Media Group is a leading global group comprising marketing and communications professionals. Its extensive offering includes advanced online campaigns to establish your presence online, effective traditional media campaigns complemented by product placement, and sports and entertainment marketing. In Poland, Havas Media Group is led by Małgorzata Węgierek.

The Havas Media Group includes independent media agencies Havas Media and Arena, supported by Havas Sports & Entertainment, the world’s largest network of agencies building brand engagement through sports and entertainment marketing.

Concepts from the article

Glossary: marketing and media

Marketing. A set of activities aimed at understanding customer needs, building offer value, communication, acquiring customers, and measuring results. Includes strategy, research, branding, media, campaigns, sales, and analytics.

Why it’s important: It brings order to the whole process: from understanding the customer, through the offer and communication, to measuring results. Good marketing starts before advertising — with the product, pricing, and distribution.

When to apply: Continuously, as a company function — not a one-off action: research, strategy, campaigns, analysis, iteration.

Risk of neglecting it: Without strategy, marketing reduces to random promotional actions — lots of traffic, little direction, and results that can't be replicated.

Media. Channels and platforms through which communication reaches audiences: internet, print, television, radio, outdoor, podcasts, newsletters, and social media. In marketing, media also refers to the purchase and planning of ad placements.

Why it’s important: This is the marketer’s playing field: choosing the right channels determines whether the message reaches the right people at a reasonable cost. Media is also an expense — often the largest item in a campaign budget.

When to apply: In every campaign planning: selecting channels based on target audience, objective, and budget.

Risk of neglecting it: A great creative in the wrong media is a message sent nowhere — it reaches the wrong people, at the wrong time, and at too high a cost.

Summary

Havas Media won the tender for media planning and buying for Lidl Polska, taking over from MediaCom. The collaboration starts in May, and the two companies previously worked together around 2014–2015. The value of the media budget and the names of other media agencies participating in the tender were not disclosed.

Lidl Polska operates within an international group with approximately 10,000 stores across Europe, including over 550 in Poland. In Poland, Havas Media Group is led by Małgorzata Węgierek and includes media agencies Havas Media and Arena, as well as the Havas Sports & Entertainment network.