Mercedes-Benz has added Ymogen to its below-the-line roster to handle its mobile marketing. The agency will be tasked with aligning Mercedes’ mobile activity more closely with the rest of its advertising.
Ymogen was appointed without a pitch, having previously worked with Mercedes on a project basis. The car marque wants to encourage people to respond to its above-the-line advertising and direct marketing via text and drive them to its mobile sites, where they can interact with the brand.
Mercedes Car Group communications manager Richard Payne says: "Extending our relationship with Ymogen will ensure all our mobile communications reflect the brand and help create a well thought through customer experience in tune with customer needs. This is part of achieving our aim to be the leader in mobile communications in the automotive industry."