As the result of a pitch between the most prestigious international media agencies, Daimler AG with its brands has decided to collaborate with Group M on nine Asian markets.
The aim pursued by bundling the media activities in the region 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 are further pursuing regional optimisation and consolidation in the area of media activities,” said Dr Jens Thiemer, Head of Marketing 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 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,” explained Wendelin Wolbert, Head of Non-Production Materials Procurement. “We are convinced that Group M has delivered the most efficient solution for overall economic success.”
“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,” said Dr Jens Thiemer.