Mercedes-Benz: Brand Profile

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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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Which agencies handle advertising for Mercedes-Benz? Find out more from Adbrands Account Assignments

Who are the competitors of Mercedes-Benz? See also Cars Sector index and Best Global Brands ranking

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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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C-class A-class
E-class Mercedes-AMG

Recent stories from Adbrands Weekly Update:

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.

Adbrands Weekly Update 25th Oct 2017: Ads of the Week: "Follow". Mercedes-Benz' striking new X-Class pickup - yes a Mercedes pick-up truck! - gets an equally striking ad campaign from German agency Lukas Lindemann Rosinski. It starts out like just about any other car ad but quickly evolves into something rather more interesting. We have to admit we don't think the "Followers" concept quite comes off - we're not sure rollerbladers and alien spaceships qualify as serious competition for a new car - but it certainly makes for some startling imagery. 

Adbrands Weekly Update 19th Oct 2017: Mercedes-Benz has tightened its grip on the #1 position among luxury car brands with sales growth that continues to be ahead of its rivals. The brand won back pole position from BMW last year for the first time in a decade. For the nine months to September, volumes rose by 12% year-on-year to 1.7m vehicles, three times the near-4% reported by BMW (to 1.5m units). The latter was held back last quarter by a design changeover for its high-selling X3 SUV. Still suffering the repercussions from its "Dieselgate" scandal, Audi slipped 2% to just under 1.4m.

Adbrands Weekly Update 9th Mar 2017: Ads of the Week: "Grow Up". German indie shop Antoni clearly has its eye on the global account for cornerstone client Mercedes-Benz, putting a fair bit of pressure on main account holder BBDO. Here's the new anthem campaign for the carmaker's entry-level A- and B-class compacts, and it's really rather good, successfully broadening the luxury marque's target audience towards aspirational millennials. Each of the vignettes featured also has its own longer supporting spot too, available online as viral content. Watch your back, BBDO!

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