Photo: Daimler AG
After a pitching battle that took place between some of the most prestigious international media agencies, the Stuttgart car manufacturer finally decided to collaborate with the Publicis Groupe, which until July this year - when it merged with Omnicom - was one of the Big Four agency companies in the world.
“With the current growth strategy 'Mercedes-Benz 2020' in mind we have optimized our activities in the media field,” said Dr Jens Thiemer, Head of Brand Communications for Mercedes-Benz Cars, commenting on the decision. “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. We very much look forward to the joint work with Publicis, and are sure that together we will successfully meet the challenges which the coming years hold for us.”
With no less than 14 European markets actively involved, the Daimler AG media budget pitch began as early as May 2014. Since the decision process had to be as transparent and as fair as possible, the Germans were assisted in the matter by an external consultancy firm.
With no less than 14 European markets actively involved, the Daimler AG media budget pitch began as early as May 2014. Since the decision process had to be as transparent and as fair as possible, the Germans were assisted in the matter by an external consultancy firm.
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