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.”


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