Lindsay Stein
May 3, 2018

Mercedes-Benz parent Daimler puts global media up for review

It's a busy time for the auto industry with multiple global reviews in play.

Mercedes-Benz parent Daimler puts global media up for review

Mercedes-Benz’s Daimler is in the midst of a global review for its media business, according to people with knowledge of the matter.

The media pitch comes shortly after Publicis Group was named the international network and digital agency for Mercedes-Benz, following a six-month pitch against rival holding groups WPP and Omnicom. Publicis, which created a dedicated shop for the business, will begin working on Mercedes in 37 markets worldwide - excluding the U.S. and China - on July 1.

Now, the car company is seeking new support for its global media account. Omnicom’s umbrella media organization OMG handles media for Mercedes in the U.S., and Wavemaker works on the brand in international markets. Representatives from OMG referred comment to the client and Wavemaker was not immediately available for comment.

The Daimler media review is the latest in a string of global automotive pitches in recent months, including Ford and Volkswagen. 

This is "a nightmare for both the agencies and the clients - putting together the jigsaw puzzle of conflicts as these big reviews in the same category happen simultaneously," said R3 Principal Greg Paull.

Last week, Daimler reported an 11 percent drop in net income, year-on-year, to $2.85 million for the first quarter of 2018. Despite the slip, the automaker saw stronger earnings from its Mercedes-Benz luxury division and raised its profit forecast for the year.

Revenue in Q1 increased 3 percent to $48 million, and the company announced that it plans on increasing spend on new technology and innovation this year.

Source:
Campaign US

Related Articles

Just Published

1 day ago

Purpose, laughs, and boppable tunes: Spikes jury ...

SPIKES ASIA X CAMPAIGN: Presidents and members of several Spikes Asia juries share the top trends they spotted in the jury Zoom rooms, with video examples.

1 day ago

Crash Course: How to tell engaging short-form stories

To round off a week of creativity-themed content during Spikes Asia X Campaign festival, this Crash Course provides useful tips on how to build story arcs and create thumb-stopping campaigns for short-form.

1 day ago

Lessons from Tesla, Apple and yoga (yes, yoga) in ...

SPIKES ASIA X CAMPAIGN: Creatives need to drive relevance for sustainable options, instead of virtue-signalling about sustainability, argues Gulshan Singh of FCB Interface.

1 day ago

Spikes Asia Awards 2021: Campaign's contenders 3

As the juries make their final selections ahead of the March 1 winners announcement, Campaign Asia-Pacific's editorial team has once again scoured through the 2021 shortlist to pick out the work we expect to win.