LVB Draft scoops Mercedes 20m European DM account

LVB Draft Worldwide is understood to have been appointed to spearhead direct marketing for Mercedes-Benz Germany across Europe, in a deal worth up to 20m.

The agency is believed to have pitched against WWAV Scotland and Ogilvy One, although Ogilvy One denies it took part in the pitch.

The brief is to train both the client in Germany and its agencies in direct marketing techniques. Below-the-line marketing in Germany is not as advanced as in the UK, says agency sources.

The win would be the first major piece of business picked up by LVB Draft Worldwide since it merged with DraftDirect Worldwide’s London operation last month. LVB Draft also works for Orange, Agfa Copiers and Spillers Petfoods.

The car manufacturer has used direct marketing in the UK since the early Nineties and has a 200,000-strong database. It has a below-the-line spend of a about 3m a year through Drayton Bird. Mercedes stresses this relationship will not be affected by Draft’s appointment.

A Mercedes spokesman in Germany denies any decision has yet been taken on the pitch.

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