Gary Scattergood
Apr 8, 2016

Re-pitch likely for Beijing Mercedes Benz Sales’ US$200m media account

CHINA - A re-pitch is on the cards for the Beijing Mercedes Benz Sales (BMBS) media account just four months after the US$200 million deal was handed to Fuel, a new agency reporting to ZenithOptimedia.

The account was the biggest media deal in China in 2015
The account was the biggest media deal in China in 2015

Sources this week told Campaign Asia-Pacific that the deal – the largest media pitch in China in 2015 – is likely to be re-pitched over the next couple of months.

It is believed that just two agencies could be invited to pitch, one of which is likely to be MEC, which was the incumbent until December.

Following a four-way pitch last year, involving agency MEC, OMD and a local agency, the automotive brand handed media buying duties to Fuel.

It is understood that Fuel was created under the Vivaki group to avoid client conflict.

However, well-placed industry sources say that MEC is again managing media campaigns for the brand.

MEC declined to comment while Fuel did not respond to email requests for comment at time of publication.

It’s understood BMBS posted a 33 percent rise in sales last year.

In March, the brand’s V-Class multi-purpose vehicle had its Chinese premiere in Beijing, a model that has been available in Europe and America since 2014.

The German automaker is optimistic on continued market success, citing growing demand for more spacious family vehicles thanks to changes in China such as the new universal two-child policy.

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