LVB Draft scoops Mercedes

LVB Draft Worldwide is understood to be spearheading a direct marketing drive for Mercedes-Benz Germany across Europe, 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, according to industry sources.

The win would be the first major piece of business picked up by LVB Draft Worldwide since it was created through the merger of Lovell Vass Boddey and Draft Direct Worldwide’s London operation last month. LVB Draft clients include 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.

Mercedes has a below-the-line budget of about 3m a year through Drayton Bird. The company 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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