INTERNATIONAL: Mercedes hands MBA US$25m launch

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