BBDO lands global creative account for DaimlerChrysler

<p>BBDO's mustering of global resources, including from Asia-Pacific, </p><p>combined with insightful strategic recommendations have landed the </p><p>agency the whole of the DaimlerChrysler worldwide creative account. </p><p><BR><BR> </p><p>BBDO beat out True North agency FCB to win the business in a competitive </p><p>pitch. </p><p><BR><BR> </p><p>However, DCMA remained the auto giant's media agency. </p><p><BR><BR> </p><p>DCMA was developed in 1998 as a joint venture between CIA and FCB to </p><p>pitch for the DaimlerChrysler media centralisation. </p><p><BR><BR> </p><p>The entire account is believed to be worth about USdollars 2.4 billion, </p><p>the biggest in the world. </p><p><BR><BR> </p><p>BBDO Asia-Pacific chief Peter Wilken attended the pitch as did regional </p><p>heads from Europe and Latin America. </p><p><BR><BR> </p><p>"Basically, the representation by all the regional people was to </p><p>demonstrate support and commitment to this global structure. It was one </p><p>big team effort," Mr Wilken told MEDIA. </p><p><BR><BR> </p><p>At the heart of the BBDO's recommendation was the setting up of a global </p><p>company within the agency, called PentaMark Worldwide, which would </p><p>operate as a unit totally dedicated to the Chrysler Group brands BBDO </p><p>Worldwide CEO Allen Rosenshine said, "The issue was how to consolidate </p><p>all their business in one global agency that could operate in the most </p><p>efficient manner to save DaimlerChrysler meaningful costs vis-a-vis </p><p>using BBDO and FCB as they had been doing, and to do so without </p><p>sacrificing the quality of the work. </p><p><BR><BR> </p><p>"We showed a full global organisational plan for doing so as well as a </p><p>transition plan to put it in place. </p><p><BR><BR> </p><p>"In addition, the resources of Omnicom, BBDO's parent company, were seen </p><p>to be more formidable and relevant than True North's, the parent of </p><p>FCB." </p><p><BR><BR> </p><p>Meanwhile, talks have begun between CIA and Omnicom to determine how the </p><p>media account would be managed in the future. </p><p><BR><BR> </p>