As you may remember, this summer, Mercedes announced that beginning in 2007, the company would be realigning their worldwide sales partnerships with advertising agencies.  As a result of this realignment, Mercedes announced that Jung von Matt would become their lead agency for the luxury brand's home market of Germany as well as Austria and Switzerland, effective January 1, 2007, with duties of the agency including the development and implementation of international marketing campaigns.  In addition, Mercedes also announced that BBDO would be taking over a significant marketing role with the company, with the newly-hired firm responsible for adapting the aforementioned marketing campaigns throughout its large international network of agencies.

Today, as the new year draws nigh, Mercedes has published a brief press release once again detailing these two company's responsibilities, providing some insight as to what marketing strategies we'll see beginning next year.  In addition, Dr. Olaf Göttgens, vice president of brand communications for Mercedes-Benz passenger cars, weighed in on the new partnership.  Here's what Olaf had to say:  "The new agency model is the basis for globally integrated brand communication activities using every tool at our disposal. By reorganizing our partnerships with the agencies, we are aiming to boost the efficiency and effectiveness of the marketing activities worldwide not only in terms of quality, but also time and costs."

To learn more about Mercedes collaboration with Jung von Matt and BBDO, keep reading for the full press release.


OFFICIAL PRESS RELEASE


Mercedes-Benz to Launch New Model for Advertising Agencies in 2007

Stuttgart, Nov 29, 2006
Starting in 2007, Mercedes-Benz will be realigning the worldwide partnerships with its advertising agencies: Implementing the decision made in the summer of this year, Jung von Matt will become the lead agency for Mercedes-Benz in the automaker’s home market of Germany as well as in Austria and Switzerland, effective January 1, 2007. The agency will be responsible for drawing up and implementing international marketing concepts. The adaptation of the campaigns in the markets will be carried out in the future by the agency BBDO worldwide through its large international network of agencies. In the U.S., UK, France, Italy, Spain and Japan, Mercedes-Benz will continue to work with its agency partners.

Dr. Olaf Göttgens, Vice President Brand Communications Mercedes-Benz Passenger Cars: “The new agency model is the basis for globally integrated brand communication activities using every tool at our disposal. By reorganizing our partnerships with the agencies, we are aiming to boost the efficiency and effectiveness of the marketing activities worldwide not only in terms of quality, but also time and costs.” The new agency model’s stronger links to the markets and standardization of marketing measures also makes it possible to consistently implement the new brand positioning worldwide.

As the lead agency, Jung von Matt will be responsible for the key strategic and creative tasks associated with the communication of the Mercedes-Benz brand. Following a comprehensive international selection process, Mercedes-Benz chose the agency network BBDO worldwide for the global adaptation of communication measures to the local needs and requirements.

The network agency’s main task will be to adapt marketing activities developed at Mercedes-Benz headquarters to the needs of national markets, to facilitate the transfer of knowledge with the markets, and to combine creative and production services. By means of this new agency model, Mercedes-Benz is creating synergy effects and streamlining the processes within the worldwide marketing organization.

Copyright © 2006, DaimlerChrysler AG