Daimler, the automotive manufacturer, has appointed GroupM as its media agency for nine of the companies' Asian markets. The account was won following a multi-agency pitch which began in May 2014. The final decision was arrived at keeping in mind that 'it ensured that both central and market-specific aspects could be taken into account', informed an official statement by the company.
Dr Jens Thiemer, head of marketing communications, Mercedes-Benz Cars, said,
“With the current growth strategy 'Mercedes-Benz 2020' in mind we are further pursuing regional optimisation and consolidation in the area of media activities.”
He added, “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.”
The pitch between three agency groups began in May 2014, and nine Asian Daimler markets were actively involved. The selection of the new agency partner was based on a standardised, integrated and transparent process. It ensured that both central and market-specific aspects could be taken into account in the decision.
“Bundling the markets enabled unused potential to be exploited,” noted Wendelin Wolbert, head of non-production materials procurement. “We are convinced that Group M has delivered the most efficient solution for overall economic success.”
Thiemer commented, “We very much look forward to the joint work with Group M in Asia, and are sure that together we will successfully meet the challenges which the coming years hold for us.”
