Research advisors in the six-month review included Ebiquity for media and The Observation for creative.
By bringing together a new, fully integrated unit, Mercedes-Benz is re-orchestrating all of its communications content across all channels to deliver a personalized, seamless branding experience to customers at all points of contact in worldwide, “Britta Seeger, a board member of Daimler AG and Mercedes-Benz AG who is responsible for sales, said in a statement.
Omnicom CEO John Wren said in a statement: “Mercedes-Benz was looking for a holistic agency partner who could help establish a sustainable and sustainable luxury experience globally for the company’s brand promise worldwide. for the first time. The newly formed “Team X” achieves that goal by creating an effective global structure with clear points of contact, as well as innovative data and analytics linked at every level. “
A representative of the Publicis Group declined to comment.
Omnicom had handled the Mercedes media through OMD, whose Mercedes staff will now be integrated into Team X, as well as Merkley and BBDO employees who work on the account.
Omnicom also announced today the acquisition of two European agencies working at Mercedes, which will become part of Team X: the Berlin-based Antoni creative and digital store and Oliver Schrott Kommunikation GmbH (OSK), a German PR agency.
In the US, Mercedes continues to fight BMW for the crown of converted luxury sales. After Mercedes led in the first quarter, BMW rose ahead in the second quarter. Globally, Mercedes – like all vehicle manufacturers – continues to tackle inventory challenges due to the lack of semiconductors.
“We currently forecast a more normal sales volume in the fourth quarter, perhaps at the level of the first or second quarter, but still much lower than we had previously planned,” Daimler chief financial officer Harald Wilhelm recently told Bloomberg News.
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