Mediapolis wins Mercedes task

Mediapolis has taken a step towards replacing the huge Peugeot-Citroen media business it lost earlier this year by pulling in another car account, Mercedes-Benz.

Mediapolis has taken a step towards replacing the huge

Peugeot-Citroen media business it lost earlier this year by pulling in

another car account, Mercedes-Benz.



Mediapolis saw off competition from three other agencies to take the

pounds 15 million media buying task for the prestigious car marque. The

shortlist for the account had included CIA Medianetwork, John Ayling &

Associates and the incumbent, Leo Burnett, but Mediapolis was confirmed

as the winning agency late last week.



The media review was sparked after the full-service incumbent, Leo

Burnett, resigned the account last year because of a conflict with its

Fiat client on the Continent.



The media review was originally designed to incorporate media planning

and buying. However, the car manufacturer’s new creative agency,

Partners BDDH, teamed up with the media dependant, New PHD, to launch a

media planning company, Media Science, with Mercedes’ planning as its

first account (Campaign, 3 October).



Mediapolis’s experience in the car market is understood to have clinched

the business. The company had worked on the Peugeot-Citroen account, in

various guises, for more than ten years, and had handled the pounds 90

million centralised business since 1992. The account was won by

Initiative Media in July.



The WCRS media department, which was merged into Mediapolis earlier this

year, had also handled the media buying for Mercedes’ rival, BMW, until

1996.



Marc Mendoza, the managing director of Mediapolis, said: ’Hopefully, our

car experience can be put to good use in developing exciting media

solutions for a company with ambitious plans for the future.’



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