Farm scoops £2.5m Smart car business

DaimlerChrysler-owned Smart car has awarded its £2.3m advertising account to Farm, after a four-way pitch. The decision will be a surprise to the industry, which had tipped Boymeetsgirl – the agency set up by Springer & Jacoby and St Lukes fou

DaimlerChrysler-owned Smart car has awarded its &£2.3m advertising account to Farm, after a four-way pitch.

The decision will be a surprise to the industry, which had tipped Boymeetsgirl – the agency set up by Springer & Jacoby and St Lukes founder Andy Law – to win the hotly contested battle.

Springer & Jacoby holds the account for Europe, as well as handling the business for parent company Mercedes in most of Europe.

Campbell Doyle Dye, which has the Mercedes account for the UK, and Clemmow Hornby Inge also pitched for the account. The incumbent Maher Bird Associates was also on the shortlist.

Smart head of marketing Sam Bridger, who joined from Orange last year, oversaw the review. Media buying is unaffected and is handled by BJK&E Media in accordance with DaimlerChrysler policy. However, communications planning company Monkey, which is part of the Farm group, will work with BJK&E on strategic communication planning.

Smart is launching its Roadster and Roadster-coupé sports cars in the UK in September. Early next year, the marque will launch its first four-door car, the Smart ForFour in mainland Europe with a UK launch planned for the autumn. It has sponsored Robbie William’s European tour this year as part of the pre-launch promotional activity. So far Smart’s only model has been its tiny City-Coupé, which has been on sale since 1998 when DaimlerChrysler bought out its joint venture partner Swatch.

As well as four dedicated outlets, Smart is sold in the UK at some Mercedes dealerships.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here