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