Mercedes-Benz UK is believed to have appointed Maher Bird Associates to handle project work worth about 1m.
MBA managing director Stephen Maher refused to comment but the agency is thought to have been in talks with Mercedes-Benz for several months. It is unclear whether MBA pitched against other agencies for the business.
Mercedes-Benz’ 7m (Register MEAL) advertising account is handled by Leo Burnett, which also runs the business in several other markets. Chief executive Steve Gatfield says: “We haven’t lost anything. They’re separate projects.”
The project is expected to include corporate press ads for the car marque which will break in the next couple of months. MBA will not be involved in any work for Mercedes-Benz’ truck division.
Various individuals at MBA have car account experience, including BMW, Peugeot and the RAC, and this is likely to be one of the reasons Mercedes-Benz was attracted to the agency, says a source.
Mercedes-Benz: Project work is likely to include press ads for the marque