Migros transfers its media budget to the Dentsu Aegis Network as of 2018

The Federation of Migros Cooperatives (MGB) will transfer its entire media budget to the Dentsu Aegis Network as of 2018. OMD had been Migros' media agency since 2009.


A new agency unit is being set up under the working title "Dynamo". According to the press release, the best media talents in Switzerland are being sought immediately.

The agency change is based on an agency audit conducted over several weeks and rounds with the aim of optimally positioning the company for the future in a strongly and rapidly changing media landscape.

"Together, we want to establish an interdisciplinary, forward-looking agency model for Migros," says Roman Reichelt, Head of Marketing Communications at MGB. Media director Philipp Marquard adds: "Dentsu was able to clearly differentiate itself with its convergent, forward-looking approach and has completely convinced us."

Since February 1, 2009, Migros has handled its media management through OMD Switzerland (Werbwoche.ch reported). At that time, OMD replaced the three agencies BG Media, Konnex and Mediaedge. (pd/hae)

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