NEWS: Mercedes favours Maher Bird for corporate fleet project

Maher Bird Associates has won pounds 1 million worth of Mercedes-Benz business by landing a corporate fleet ad campaign for the upmarket German car manufacturer.

Maher Bird Associates has won pounds 1 million worth of Mercedes-Benz

business by landing a corporate fleet ad campaign for the upmarket

German car manufacturer.



The car marque’s pounds 8 million UK business has until now been held

exclusively by Leo Burnett, which also works with Mercedes in most of

its major world markets.



Mercedes appointed Maher Bird after seeing presentations from several

undisclosed agencies. John Ayling and Associates has been appointed to

handle media planning and buying.



It is understood that the campaign will break next month in business

publications and the specialist press, and concentrate on the car’s low

running costs and other key benefits.



Steven Maher, managing director of Maher Bird, said: ‘We’re thrilled to

be working with one of the world’s most famous brands, and are very

proud of the work we’ve developed, which takes a novel approach for the

marque in this market.’



Mercedes explained the appointment by stressing that 1996 will be a busy

year for the marque, with a number of campaigns in the pipeline.



Oliver Johnson, Mercedes’ general manager, marketing, commented: ‘We

were very impressed by the high standard of Maher Bird’s creative work,

and its particular way of working with clients.’



Burnetts produced Mercedes’ first solely British television commercial

last year with a pounds 3 million burst that aimed to overcome the

brand’s cold, teutonic image (Campaign, 19 May 1995).



Sales of Mercedes reached record levels last year, despite the fact that

it traditionally has lower ad budgets than its main rivals, BMW and

Volvo.



Topics

Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,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

Share

1 Why creative people have lost their way

What better way to kick off the inaugural issue of Campaign's monthly print offering than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

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).