Mercedes allocates half its UK marketing budget to digital

Mercedes-Benz is now allocating 50% of its UK marketing budget to digital media, according to its VP for brand communications, Anders Sundt Jensen.


Jensen said the dynamics of the UK market and the advanced consumer behaviour in the UK meant the automotive brand was already allocating half of its budget to digital, well ahead of other European territories where the company was far from allocating even 40%.

He said the key to the company’s success online was the creation of specialist expertise within the company.

“We don’t have normal marketers just doing online ads, or just putting our TV ads online,” he said. “We have a whole department, for example, at our headquarters in Germany just doing digital marketing.”

However, Jensen said one of the main problems with online marketing remained the industry’s tendency towards hype.

“For instance two years ago there was so much hype around Second Life and where is that today?” he said. “The hype can make it hard to see what really is great and where to invest online.”

Jensen’s comments came at a debate entitled Digital Leads the Future? at the DMexco digital marketing conference in Germany.

At the debate, P&G’s outgoing VP global media and communications, Bernhard Glock, warned brands that failure to respect consumers’ privacy when using digital media, such as social media, could lead to a regulatory clampdown.

“There are many areas where digital can lead the way. But there are also areas where it can be very dangerous,” said Glock. “Experiment but be very careful. Of all media in our research digital is the least trusted and word of mouth the most trusted.”

“Even though social media is word of mouth, it is dangerous if you don’t respect people’s privacy, especially kids. We need to be very, very careful otherwise we’ll be beaten by the regulator,” he added.

This story first appeared on

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