TITLE

Mercedes whets Omnicom's appetite

AUTHOR(S)
Halliday, Jean; Mussey, Dagmar; Snyder, Beth
PUB. DATE
March 1999
SOURCE
Advertising Age;3/8/1999, Vol. 70 Issue 10, p10
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article speculates on the possible outcome of the decision of Mercedes-Benz of North America to move its advertising accounts to Merkley Newman Harty, an affiliate of Omnicom Group, in March 1999. After the $125 million Mercedes-Benz of North America business moved to Omnicom's Merkley Newman Harty, automobile account veterans were predicting other agencies under the holding company's umbrella have a good chance at getting more work from the car brand's parent. Mercedes-Benz will eventually consolidate advertising accounts outside the U.S., the executives believe. Mercedes fired Lowe & Partners/SMS, effective April 30, 1999, citing concerns over agency management and potential conflicts with sibling shops under General Motors Corp.
ACCESSION #
1637765

 

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