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