INTERNATIONAL: Mercedes hands MBA US$25m launch

Partners BDDH's grip on the Mercedes account appeared to slip with the news that Daimler-Chrysler has appointed Maher Bird Associates to the pan-European US$25 million launch business for its new Vaneo model. The appointment follows a three-way pitch against fellow roster agencies Springer & Jacoby and Scholtz & Friends, Berlin, which MBA is said to have won because of its integrated approach. The Vaneo is positioned in the Mini MPV sector of the car market, which is dominated by the Vauxhall Zafira and Renault Scenic. It is a new market for Mercedes. Graham Kerr, the creative director at MBA, said: "The time is right for a vehicle like this. It's exciting to be given the opportunity to launch it throughout Europe." The launch campaign is due to break at the beginning of next year. The campaign will include television, press, poster and online activity and will be rolled out in nine European countries, including France, Germany, Italy and the United Kingdom. Daimler-Chrysler is still in talks with some of the other Mercedes roster agencies about the global launch of three new Mercedes models. These include Partners BDDH, Springer & Jacoby in Germany, Newman Harty in America, Batey in Singapore, and also Clemenger Harvie in Australia. MBA's victory comes just a month after the agency was awarded the £2 million Smart car business by Daimler-Chrysler. MBA first earned a place on the Daimler-Chrysler roster in 1997, when it won the Mercedes-Benz £1 million used-car business. It secured the £6 million parts and service business at the end of 1999.

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