A multi-million dollar global launch of four new Mercedes-Benz models is the glittering prize for which a quintet of international agency networks are now competing.
Mercedes has invited five of its roster shops to joust for the first phase – the September 21 launch of its C-class Coupé and C-class Estate models. Both campaigns will embrace the full media spectrum with the main thrust delivered via TV and press.
The contestant shops are Batey Singapore, Partners BDDH in London, Clemenger Harvie in Australia, Merkley Newman Harty of the US and Germany’s Springer & Jacoby.
The latter, the nation’s largest independent agency, is currently attempting to beef-up its international offering and is exploring partnership prospects with True North Communications [WAMN: 31-Aug-00].
News Source: CampaignLive (UK)