Omnicom has picked up global marketing communications duties for Mercedes-Benz, edging Publicis Groupe in the competition for the account.

It will launch Team X in January to develop communications content across all Mercedes' channels to deliver a data-driven, personalized and seamless brand experience for customers across all touchpoints worldwide, according to Britta Seeger, who is responsible for sales at M-B.

CEO John Wren said OMC is privileged to partner with M-B as it transforms and merges global marketing and communications activities.

He said Team X will create a streamlined global structure with clear single points of contact as well as innovative data and analytics connected in every layer.

Team X will have cross-divisional responsibilities for M-B business units in more than 40 countries.

OMC has also acquired Oliver Schrott Kommunikation, a top German PR and communications shop, and antoni, a Berlin-based digital ad agency, to handle M-B's accounts. Both will join Team X.

Established in 1993 by journalist Oliver Schrott, OSK has more than 225 people in Germany, China and the US. It also works for Siemens, Harma and ZF.

Launched in 2015 to handle Mercedes, antoni has grown to more than 170 staffers. It also counts Vodafone, Karcher and Katjex as clients.