Lowe holds on to Mercedes-Benz task in Thailand

The agency has held the business for five years, and the successful pitch follows its win of the luxury car brand's public relations business in 2005 from sister IPG agency GolinHarris. Lowe Thailand CEO Tony Prehn said Mercedes would be looking to keep growing its share of a luxury segment that has been slowing in recent years, because of the country's real estate boom. "It is the leading brand in the luxury segment, so the strategy is to perpetuate and strengthen the Benz image of engineering excellence, safety and luxury," said Prehn. At press time, the carmaker was set to launch the new M-Class and R-Class at the Bangkok Autoshow. "We can expect continued aggressive competition from the other major players in the market, particularly BMW," added Prehn. Media, which was not part of the review, remains regionally aligned with MEC.