Mercedes sets up integrated ad team

Shop, formerly known as Campbell Doyle Dye, has strengthened its grip on Mercedes-Benz’s &£13m advertising account with the formation of a joint agency- client business unit.

Resources from Mercedes, Shop and Zulu agencies Claydon Heeley and Agency Republic, which handle the marque’s direct and digital accounts, will be combined into an integrated team. The new unit will have joint bases at Shop’s offices and DaimlerChrysler’s headquarters in Milton Keynes.

Mercedes’ account has long been the subject of speculation. The new unit, which is as yet unnamed, appears to underline the client’s commitment to Shop. BJK&E will continue to handle media planning and buying.

Mercedes wants the new unit to develop media neutral and fully integrated campaigns using the specialist skills of each agency.

Mercedes Car Group’s marketing director Nick Ratcliffe says: “We have developed a far more integrated approach to marketing communications over the past few years. This structure takes that a step further by creating a single team to deliver communications solutions, with none of the inefficiencies that traditionally exist between client and agency, and between agencies collaborating on the same brief.”

Shop managing director Casper Thykier adds: “This isn’t just talking about integration, it’s doing integration properly – one team, one communications brief, one idea.”

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

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

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


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 are your guide.


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

Having problems?

Contact us on +44 (0)20 7292 3703 or email

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