Mercedes appoints Omnicom division to $125m account

- Mercedes-Benz North America has placed its $125 million (£77 million) account into Omnicom's Diversified Agency Services division following a short review.

- Mercedes-Benz North America has placed its $125 million (£77 million) account into Omnicom's Diversified Agency Services division following a short review.

The car giant pulled its account from the Interpublic owned Lowe & Partners/SMS, New York, only three weeks ago, blaming management problems at the agency and potential conflicts posed by Interpublic's affiliations with General Motors.

The account will now be handled by a number of DAS companies while creative lead on the business will be taken by Merkley Newman Harty, New York.

It is understood that True North's FCB agency was considered for the account, but existing relationships with Omnicom tipped the business towards DAS. Mercedes-Benz already works with Omnicom's Rapp Collins Worldwide, The Designory and Alcone Marketing Group.

Merkley Newman Harty is reported to bill $165 million. Its clients include Traveler's Insurance, Forbes and Bell South.





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