• Media Week, Monday, June 15, 2015 6:20 AM

Lidl, the discount supermarket chain, has called a review of its media planning and buying business, which has more than doubled in size since being awarded to Omnicom's M2M two years ago. Lidl's marketing spend on paid media has increased from GBP21 million in 2012/2013 to approximately GBP50 million in the past 12 months. In ongoing attempts to lure shoppers away from the big four supermarkets, Lidl has spent in the region of GBP26 million on TV ads, GBP20 million on press and more than GBP1 million on outdoor.

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