Adweek is reporting that Mercedes-Benz is realigning its global agency lineup, with Omnicom Group’s BBDO network adding significant business and implementing marketing concepts worldwide.
BBDO here, which had previously handled some European projects for the automaker, notably in France, is expected to add assignments in at least a dozen markets around the world. Beyond that, the agency declined to discuss the details of the realignment.
The shift takes place on Jan. 1, 2007. Client officials could not immediately be reached for comment.
In the U.S., U.K., France, Italy, Spain and Japan, Mercedes-Benz will continue to work with its current agency partners, the company said in a statement.
As part of the realignment, independent German shop Jung von Matt becomes lead agency for the automaker in Germany, Austria and Switzerland. BBDO would likely implement concepts from that shop in multimedia worldwide as well as develop its own campaigns.
