Daimler’s Mercedes-Benz media account reportedly out for pitch

Automotive giant Daimler is reportedly undertaking a global review of the media account for its luxury automotive brand Mercedes-Benz.

The Mercedes-Benz media account has been with Omnicom agency Foundation since 2004, and remains its largest client.

Foundation had “no comment” for Mumbrella at the time of writing.

Mercedes-Benz appointed Publicis to handle its creative duties on a global level in 2018, though Australian campaigns in recent years have been Clemenger BBDO and The Royals, among others.

At that time, Publicis created a bespoke agency, Publicis Emil, based in Berlin, to handle the global account.

A spokesperson for Publicis Groupe declined to comment on whether the holding group was part of the process.

Daimler’s last global media review for Mercedes took place in 2018, which resulted in Foundation being reappointed to the media account in Australia.

The global review comes after Daimler announced a comprehensive transformation of its global marketing and communications activities last week, revealing the two areas will merge into a joint unit.

At the time, chairman of the boards of management of Daimler AG and Mercedes-Benz AG Ola Källenius, said: “Mercedes-Benz is the world’s most valuable luxury-car brand.

“Now, the most exciting phase in the history of our company is beginning. With the reorganisation of our worldwide PR and marketing activities, we are creating the basis to communicate our claim to leadership in electric drive and vehicle software even more effectively.”

Mercedes-Benz has since released a campaign for its Mercedes-AMG performance sub-brand, introducing new ‘Are You AMG-ready?’ positioning.


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