Media giant Publicis has won a three-way battle to win Daimler’s pan-European business.
The automaker is aiming to bundle its media activities in Europe to further secure its position as one of the biggest corporate advertisers.
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Jens Thiemer, head of brand communications for Mercedes-Benz Cars,said: “With the current growth strategy ‘Mercedes-Benz 2020’ in mind we have optimised our activities in the media field. Our concern is for consistent, innovative marketing communications that lead in quality, for still greater efficiency in media planning, and above all an answer to the global challenges presented by digital media.”
The pitch between three agency groups began in May 2013 and 14 European markets were actively involved. Daimler said the selection of the new agency partner was based on a “standardised, integrated process” which ensured that both central and market-specific aspects could be taken into account in the decision.
The chief task posed to the participating agencies was, among other things, the European media planning for a Mercedes-Benz model series.
Wendelin Wolbert, head of international procurement services for Publicis, said the agency would set up an internationally operating management team specifically for Daimler and its brands.
