Siemens Hires WPP's Mediacom as Global Media Agency

Long-Time Siemens Vet Joe Kaeser Officially Takes CEO Role

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WPP's Mediacom has won the Siemens AG global media business following a competitive pitch.

The Munich, Germany-based company specializes in energy, technology and healthcare. It spent about $46 million on U.S. measured media in 2012.

Omnicom's PHD won the global business in 2008. Publicis Groupe's Zenith had also supported the business in at least one international market. The two parent companies recently announced plans to merge, but the mega-merger news likely had no impact on Siemens' agency change.

The agencies either declined to comment or couldn't be reached for comment. Siemens wasn't immediately available for comment.

The news comes days after long-time Siemens vet Joe Kaeser officially became CEO of the company. Mr. Kaeser joined the company in 1980 as head of business administration for various units and has since served as chief strategy officer and more recently chief financial officer.

The agency change also comes as Siemens kicks off a campaign with incumbent PHD and DG MediaMind. The initiative, aimed at raising "brand awareness with a focus on Siemens' contribution to manufacturing in North America," represents a shift in Siemens' advertising strategy, according to a press release outlining the effort.

That strategy is to partner with fewer publishers on more in-depth content programs. "Each of the publishers was handpicked by PHD and will be committing significant media resources to the Siemens brand," the release added. "For example, Bloomberg will be creating a specific manufacturing channel that will be solely sponsored by Siemens."

For Mediacom, it's a second piece of good news this summer and the second time the shop is winning business from PHD. In June, Sony selected the agency to handle media for its global mobile business. As with Siemens, PHD had been the incumbent on that account.

Strangely, PHD sibling agency OMD won both the Siemens and Sony accounts, at the same time, in 2002.

Siemens Enterprise Communications, a telecommunications group that spun-off from Siemens AG, hired Horizon as its global media agency in 2011. SEC is a joint venture between Siemens AG and private equity firm Gores Group. The Siemens AG media agency change has no effect on Horizon's relationship with SEC.

In its third-quarter earnings, Siemens AG touted a boost in orders of 19%, but a 2% decrease in revenue compared to the same period last year.

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