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Mercedes-Benz Places Its Global Media Business in Review

May 02, 2018 / Patrick Coffee

Less than three months after naming Publicis Groupe as Mercedes-Benz’s new global digital and creative agency partner, German auto giant Daimler AG has launched a worldwide media agency review for the brand, a company spokesman confirmed today. “We are currently pitching to pool our media activities in major Mercedes-Benz markets,” the representative said in a statement. The spokesperson declined to elaborate, adding only that “in the course of the ongoing process we are not able to comment on specific details of this pitch” and that the results will be announced “shortly after completion of the process.” It is unclear, then, which markets are involved in the review. According to multiple parties close to the brand, most major holding groups will be pitching. Omnicom Media Group is currently incumbent on the business in the U.S. and Canada as well as South Africa, Australia and New Zealand, while WPP’s GroupM handles large portions of the...