Mercedes holds its own as one of the world's most prestigious luxury brands. Although it is rivalled in the luxury automobile sector by BMW, Lexus and others, the Mercedes badge arguably carries more status than any of its competitors. Not only does ownership imply wealth, but also a degree of superior taste reflected by the brand's understated and long-established glamour. However the badge became a little tarnished in 2004 as quality control slipped and competition increased dramatically. Parent company Daimler launched a major program to re-establish the Mercedes credentials in 2005, and since the demerger of troubled Chrysler a year later has given the Mercedes brand its complete attention. Strong growth since 2010 put Mercedes-Benz back in the #1 position among luxury car brands in 2016, for the first time for a decade.
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Adbrands Company Profiles provide a detailed analysis of the history and current operations of leading advertisers, agencies and brands worldwide, and include a critical summary which identifies key strengths and weaknesses. Adbrands Account Assignments tracks account management for the world's leading brands and companies, including details of which advertising agency handles which accounts in which countries for major markets. See also:
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Adbrands Social Media 30th Aug 2018: "The First Driver". According to corporate legend, the first person to take the first ever automobile for a drive was not in fact its inventor Karl Benz - later to become the founder of Mercedes-Benz - but his wife Bertha, who took it out for a spin without his knowledge. This year is the 130th anniversary of that surreptitious pleasure-drive, and R/GA is celebrating the milestone with a nice little film. It probably stretches the truth a bit (though the garter detail is apparently true). And those title cards are unnecessary and a tad annoying, even if they are intended to provide an echo of silent-era movies. However, it's a cute reminder that in some areas, female empowerment started early.
Adbrands Weekly Update 12th Jul 2018: Ads of the Week "Never Stop Improving". Mercedes-Benz continues to chase moneyed millennials with this explosive campaign from current lead German agency Antoni. It's a slightly odd mix of cultural influences, melding what is arguably the ultimate establishment athlete, Roger Federer, with up and coming South African sprinter Akani Simbine and rising German rap star Serious Klein. And all for a car whose ticket price starts at €35,000. We're pretty certain Roger Federer doesn't listen to rap (we figure him as a classical symphonies type of guy), but somehow the whole thing works brilliantly. It raises the question of what will happen to independent agency Antoni's position on the Mercedes account now the global business has been consolidated with newly created Publicis Emil. Is this a swansong, or a new beginning?
Adbrands Weekly Update 28th Jun 2018: In marketer moves, Mercedes-Benz marketing chief Jens Thiemer has left the company "at his own request and with immediate effect," according to a statement. His departure comes only a couple of months after he concluded a review of Mercedes' global creative duties with the appointment of a dedicated Publicis Groupe entity, Publicis Emil, and before that shift takes effect this coming weekend.
Adbrands Weekly Update 3rd May 2018: Following on from the appointment of Publicis Groupe as its new global creative agency, Mercedes-Benz called a review of media in major global markets. It was not disclosed which markets will be affected by the review. The business is currently split three ways between Omnicom, WPP and Publicis Groupe.
Adbrands Weekly Update 15th Feb 2018: No debate over what was the week's most significant account assignment. Automobile giant Daimler selected Publicis to replace BBDO as the main international agency for the prestigious Mercedes-Benz account. A new unit will be set up in Berlin under the name Publicis Emil - after Mercedes' effective co-founder Emil Jellinek - to coordinate the account. Local agencies, who will adapt an over-riding concept created by Publicis, have yet to be confirmed. In Germany, the business is currently managed by independent agency Antoni, co-owned by former DDB chief Tonio Schrager and star creative Andre Kemper. Trade press are speculating that Antoni could be acquired by Publicis. The account is set to transfer from BBDO in July this year.
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