Petrina Seah, senior marketing manager for DaimlerChrysler Africa, Asia, Middle East and Central Europe, told Media that the long-term plan was for BBDO to take charge of marketing communications for all the Mercedes-Benz properties across Asia.
This means the Omnicom agency — which previously held Mercedes' C-Class, Smart Car, Chrysler and Mitsubishi brands in select Asian markets — will eventually be passed communications responsibilities for the entire region except Japan, which is expected to remain with Dentsu.
The move follows the appointment of German boutique shop Jung von Matt, in June this year, to take the strategic lead for the carmaker's marketing communications in German-speaking countries. Overseas, Mercedes-Benz will continue work with its agency partners in the U.S., UK, France, Italy and Spain.
It is believed that BBDO pitched against Grey in the final shootout, held at Mercedes-Benz headquarters in Stuttgart, Germany.
