Mercedes-Benz has hired Publicis Groupe as its global agency network for creative and digital transformation, following a six-month review.
The assignment will span around 40 markets worldwide, but will exclude the US, Germany and China, which are handled by Merkley & Partners, Antoni and BBDO, respectively.
Publicis Groupe will work closely with these other agency partners.
The holding company has created a new agency for the Mercedes business named Publicis Emil after Emil Jellinek, an automotive pioneer in the early 1900s who had a daughter named Mercedes.
“It was Emil who placed a large order for a new car with Daimler with one condition: that they be named after his daughter, Mercedes. It is in this same spirit of progress that we have adopted his name for our new agency,” wrote Publicis Groupe Chairman and CEO Arthur Sadoun in an internal memo.
The new agency, headquartered in Berlin, will include talent and expertise from agencies across Publicis Communications, Publicis Media, Publicis.Sapient and Publicis One. Publicis expects the new agency model to be fully operation by July 1, Sadoun said in the email.
Justin Billingsley, chief operating officer of Publicis Communications, will lead the dedicated Mercedes agency with assistance from Maggie Lonergan, vice-president and Power of One lead for Europe, the Middle East and Africa, and Publicis Communications Europe chief transformation officer Claire Molyneux.
“This was without a doubt the biggest pitch in the industry over the past 18 months, and one of the most significant wins the Groupe in many years,” wrote Sadoun in the email. “But more importantly, it is the living proof that the new model we’re putting in place, to become the market leaders in marketing and business transformation, is working.”
Publicis Groupe’s Power of One model is being used for a number of other clients, such as Walmart, HP and USAA.
App analytics and market data company, App Annie, have released a new report that sheds light on Gen Z’s mobile behavior, in order to help marketers develop effective strategies to reach them. 98% of Gen Z report owning a smartphone, on average receiving their first at the age of 10. They are also part of […]
Experticity, the world’s largest community of influential category experts have released a new study that sheds new light on the importance of micro-influencers on the average consumer. The study was conducted with online interviews of more than 6,000 individuals from the United States drawn from Experticity’s micro-influencer network and the general population. In addition, more […]
Market research companies eMarketer and Global Web Index have collaborated together to release the 10th edition of the global media intelligence report. The report is a detailed compilation of data and insights about internet users’ traditional and digital media usage in 42 key markets worldwide. Communicate will be highlighting the key trends that are shaping the […]
Social Bakers, a global AI-powered social media marketing company has released the Q3 edition of their social media trends report. The report reveals where the industry is currently standing with regard to spending and engagement globally. Here are the key findings – ADVERTISING Worldwide ad spend increased by 56.4% in Q3 compared to where it […]