Agencies on alert as Smart calls review of £2m creative

The DaimlerChrysler-owned car brand Smart is reviewing its £2 million creative advertising account, held by Maher Bird Associates.

It is understood the company has contacted around eight agencies to pitch for the business. MBA, which has held the advertising account since Smart launched in the UK in 2000, will repitch for the business.

MBA will continue to hold the business for Mercedes-Benz's after-sales service, trucks, vans, corporate and used cars.

The media planning and buying account, which is handled by DaimlerChrysler's agency BJK&E, will not be affected by the review.

The DaimlerChrysler head of marketing, Sam Bridger, who joined from the mobile operator Orange last year, is overseeing the pitch process.

The review comes as the company plans to launch the Smart ForFour, its first four-seater vehicle, next year.

Springer & Jacoby handles the Smart car business in all markets except the UK and also holds DaimlerChrysler's corporate account.

Campbell Doyle Dye holds the above-the-line creative account for the DaimlerChrysler Mercedes-Benz new car range.

Smart, which began as a joint venture between DaimlerChrysler and the Swiss watchmaker Swatch, became wholly owned by the car manufacturer in 1998, when the compact city cars were first put on sale.


Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content


1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).