Daimler moves global planning into DCMA

DaimlerChrysler has moved its global planning business into DCMA, the joint venture between CIA Medianetwork and FCB, in a move that sees the incumbent, MSc, lose one of its key founding clients.

DaimlerChrysler has moved its global planning business into DCMA,

the joint venture between CIA Medianetwork and FCB, in a move that sees

the incumbent, MSc, lose one of its key founding clients.



BJK&E Media, which represents DCMA in the UK, will now handle the UK

media account, which is worth around pounds 30 million.



DaimlerChrysler’s decision to consolidate its business into DCMA follows

the agency’s appointment last year as global media buyer. The DCMA

network will now handle the planning and buying of DaimlerChrysler in

more than 60 markets.



Around 70 per cent of Mercedes’ UK adspend is on advertising for its

Mercedes cars and used cars. BJK&E will add this to its existing

portfolio for Mercedes vans, trucks, parts and services and corporate

branding.



Last year, it won the Mercedes buying account from Mediapolis.



Mark Pattison, the managing director of BJK&E Media, said: ’As a media

agency we have strength in strategic media thinking. We look forward to

applying that to the Mercedes business.’



Mainardo de Nardis, the chief executive of CIA Medianetwork Europe,

added: ’By consolidating its media planning and buying into just one

agency, we can ensure that DaimlerChrysler will benefit from

consolidation efficiencies.’



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