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· Mercedes-Benz parent company launched media acquisition plan
Recently, according to foreign media reports, the Daimler Group of Mercedes-Benz's parent company has launched a global media assessment campaign.
Some Australian media reported that the scope of this action involves Australia, but more evaluation targets will be concentrated in Germany, which is also the headquarters of the Daimler Group. In Australia, Foundation, the advertising agency of Omnicom Media Group, is responsible for the acquisition and planning of this Daimler media.
The Foundation won the above business in a competition with multiple peers in late 2015, but declined to comment on the current business development process.
Recently, Daimler completed a global assessment of creative and digital institutions. The work was undertaken by Publicis Groupe, and the entire evaluation process lasted for six months. WPP and Hongmeng participated in the process.
The cooperation agreement between Mercedes-Benz and Foundation will expire next year. Hongmeng is responsible for media promotion of Mercedes-Benz in the US market. Zenith, owned by Publicis Group, is responsible for media promotion of the brand in most other international markets. In addition, Zenith also helps Mercedes-Benz in some Southeast Asian markets (including Vietnam, Indonesia, Malaysia and Thailand) and the Middle East market.