Stuttgart. As the result of a pitch between the most prestigious international media agencies, Daimler AG with its brands has decided to collaborate with Publicis, one of the world’s biggest agency networks. The aim pursued by bundling the media activities in Europe is to further secure and extend the special status of one of the biggest corporate advertisers: best know-how, best support, best consulting and best terms.
“With the current growth strategy ‘Mercedes-Benz 2020’ in mind we have optimised our activities in the media field,” said Dr Jens Thiemer, Head of Brand Communications for Mercedes-Benz Cars, commenting on the decision. “Our concern is for consistent, innovative marketing communications that lead in quality, for still greater efficiency in media planning, and above all an answer to the global challenges presented by digital media.”
Fair and transparent pitch process
The pitch between three agency groups began in May 2013, and 14 European Daimler markets were actively involved. The selection of the new agency partner was based on a standardised, integrated process. It ensured that both central and market-specific aspects could be taken into account in the decision. The chief task posed to the participating agencies was, among other things, the European media planning for a Mercedes-Benz model series. To guarantee a fair and transparent process, Daimler AG was supported by an external consultancy.
“By concentrating our European-level media activities we can provide an essential contribution to our ‘Fit for Leadership’ programme,” explains Wendelin Wolbert, Head of International Procurement Services. Publicis convinced us with the economically most efficient and most transparent solution.”
To put itself in an optimal position to handle the coming tasks and challenges, Publicis will set up an internationally operating management team specifically for Daimler AG. For Daimler and its brands, this will guarantee a consistent and coordinated media strategy in all the markets involved.
“We very much look forward to the joint work with Publicis, and are sure that together we will successfully meet the challenges which the coming years hold for us,” said Dr Jens Thiemer.