Springer & Jacoby wins £27m international Smart Car task

Springer & Jacoby, which is part-owned by FCB Worldwide, has picked up the £27m international advertising account for DaimlerChrysler’s Smart Car, as well as the new Mercedes-Benz C-Class Sportcoupé and T-Model.

Springer & Jacoby, which is part-owned by FCB Worldwide, has picked up the &£27m international advertising account for DaimlerChrysler’s Smart Car, as well as the new Mercedes-Benz C-Class Sportcoupé and T-Model.

The account moves from Zurich-based Weber Hodel Schmid, which has handled the business for three years. Springer & Jacoby already handles advertising for fellow DaimlerChrysler-owned marque Mercedes-Benz in several key European markets.

It is not clear how the appointment affects UK agency Maher Bird, which picked up the UK launch business last month. The appointment was for the UK only. The agency has subsequently created its first campaign for the small car, which broke earlier this week in press and outdoor. It claims there may be plans to launch a TV commercial.

Graham Monk, managing director of Maher Bird, said he was “unaware” of Springer & Jacoby’s appointment.

True North Communications, the Chicago-based holding company for FCB Worldwide, is buying a 35 per cent stake in Springer & Jacoby with the aim of expanding the network to take more DaimlerChrysler business in Europe.

Last week, Springer & Jacoby started a new agency in Spain and was immediately handed the Mercedes business.

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