Mercedes strikes Debrett’s deal to push latest models

Mercedes-Benz has signed a deal with upmarket publishers Debrett’s that will lead to a range of marketing initiatives throughout this year.

The first marketing push will be for the CLS AMG, the flagship model of Mercedes’ four-door coupés. The car manufacturer’s direct marketing agency Claydon Heeley has created an insert that will be included in the forthcoming Debrett’s Peerage & Baronetage that is sent to more than 30,000 people, including the Queen.

The campaign highlights the similarity between the CLS AMG and a work of art using the strapline “Performance Art”. Recipients are also offered a “private view” of the car at a local test track. Details of other marketing activity resulting from the partnership have yet to be announced.

Mercedes Car Group promoted long-serving marketer Ian Dutfield to marketing director at the end of last year (MW November 2, 2006). He replaced Nick Ratcliffe, who left after three years in the role to join BT (MW October 19, 2006).

Dutfield manages Mercedes’ relationships with its agencies: Shop, BJK&E and Claydon Heeley. He also oversees the joint client-agency business unit that was set up earlier this year by Ratcliffe (MW March 2, 2006).

Dutfield, who has been with Mercedes for 21 years, was previously service support director in the customer services group and before that spent four years as product development manager in the Mercedes passenger car marketing department, where he reported to Ratcliffe’s predecessor Simon Oldfield.

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