Daimler AG, a German automotive company, has appointed Group M agencies to handle its media duties across nine Asian markets, following a multi agency pitch.
"With the current growth strategy 'Mercedes-Benz 2020' in mind, we are further pursuing regional optimisation and consolidation in the area of media activities," Jens Thiemer, head, Marketing Communications, Mercedes-Benz Cars, says.
"Our concern is for consistent, innovative marketing communications that lead in quality, for still greater efficiency in media planning, and above all an answer to the global challenges presented by digital media. We very much look forward to the joint work with Group M in Asia, and are sure that together we will successfully meet the challenges which the coming years hold for us," he adds.
The pitch was initiated between three agency groups in May 2014, and nine Asian Daimler markets were actively involved in it. According to the company statement, the selection of the new agency partner was based on a standardised, integrated and transparent process. It ensured that both central and market-specific aspects could be taken into account in the decision.
"Bundling the markets enabled unused potential to be exploited," explains Wendelin Wolbert, head, Non-Production Materials Procurement. "We are convinced that Group M has delivered the most efficient solution for overall economic success."
For the record, with its divisions Mercedes-Benz Cars, Daimler Trucks, Mercedes-Benz Vans, Daimler Buses and Daimler Financial Services, Daimler AG is one of the largest producers of premium cars and the world. The company's focus is on innovative and green technologies as well as on safe, high-end vehicles that captivate and appeal.
In 2012, the Group sold 2.2 million vehicles and employed a workforce of 275,000 people. Revenue totalled €114.3 billion and PBIT amounted to €8.6 billion.