BJK&E grabs Mercedes account from MSc

BJK&E Media has won the planning for Mercedes cars and in doing so becomes DaimlerChrysler’s sole UK media agency, in control of a pounds 30 million budget.

BJK&E Media has won the planning for Mercedes cars and in doing so

becomes DaimlerChrysler’s sole UK media agency, in control of a pounds

30 million budget.



The move represents a major blow for incumbent planning agency MSc,

which loses one of its founding clients.



BJK&E already handles planning for Mercedes vans, trucks, corporate

branding and parts and services. It took over buying from Mediapolis on

1 January.



Around 70 per cent of Mercedes UK’s adspend is ploughed into its new and

used cars.



BJK&E picked up the business after DaimlerChrysler awarded its global

media planning business to DCMA, the company’s joint venture between CIA

Medianetwork and creative agency FCB. DCMA was appointed by

DaimlerChrysler’s global buying agency early in 1999, and the latest

move marks the car manufacturer’s decision to consolidate its media

business in over 60 markets worldwide.



The UK business will be headed by BJK&E board director Tim Irwin. He

will oversee a team of nine, including James Jennings, board director,

and group head Tara Marus.



Irwin said he would be incorporating all media into the DaimlerChrysler

campaigns.



Media planning and buying will not be consolidated into DCMA in the USA,

Canada or Germany.



DCMA is represented worldwide through either CIA or FCB offices and has

access to their combined resources with total billings in excess of

dollars 13 billion.



BJK&E’s client portfolio includes underwear manufacturer Triumph

International, Samsung Electronics and the Save & Prosper financial

services group.



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