Aldi has awarded their business to PHD Germany, who will be responsible for the media strategy as well as planning and purchasing for the two discounters, when Aldi Nord and Aldi Süd bundle their media activities together for the first time with an agency.

Aldi’s aim under PHD is to realign the media strategy by simplifying the management of media measures by the joint partner and to make better and more efficient use of synergies. PHD will help Aldi to focus more intensively on the digital sector and to increasingly exploit all media measures and campaigns on a data-driven basis.

Taken together, Aldi Nord and Aldi Süd belong to the largest advertisers in Germany. According to Nielsen, both companies invested €156.2m gross in classic advertising by the end of October, which is a sizeable 80% increase over the same period of the previous year.

The original article is in German and was published in full on