Campbell Doyle Dye, formerly CDD Testa, has been confirmed as the
new agency for Mercedes-Benz's £10 million advertising account and
has secured the backing of Omnicom.
Following a series of strategic and creative credential presentations,
CDD's appointment to the Mercedes work brings an end to the five-year
relationship the car client has had in the UK with Partners BDDH.
The agency's arrangement with Omnicom will see Peter Mead, its
vice-chairman, "representing Omnicom's interests" at CDD. He will have
no official role but may be drawn on as a resource for pitches.
Mead said: "We are very pleased to have concluded our arrangements with
CDD. It is the most exciting new start-up of the past few years and the
Mercedes win gives it a flying start."
CDD was founded in the summer. Walter Campbell, Dave Dye, Sean Doyle and
Caspar Thykier all quit their posts at Abbott Mead Vickers BBDO to join
the former Lowe Lintas planning director, Alison Hoad, and the former
Leagas Delaney account director, Stefan Hohmann, at the start-up. The
deal with the Italian network Testa fell through in September. Hohmann,
however, will not be continuing with CDD.
Hoad, CDD's managing director, said: "To have Mercedes as our founding
client is the best possible start to the agency. You only have to look
at Nike's relationship with Wieden & Kennedy, Audi's with Bartle Bogle
Hegarty and the Health Education Council's with Saatchi & Saatchi to see
how launch accounts become embedded into the fabric of an agency and
often how they come to define that agency."
Simon Oldfield, the general manager, passenger cars marketing at
Mercedes UK, said: "I would like to pay tribute to the work, enthusiasm
and energy that Partners put into our business. But the time has come to
have a fresh look at our advertising requirements and CDD seems to be in
a perfect position to deliver what we are looking for."