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Publicis creates new agency after winning global Mercedes-Benz brief

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Publicis has been appointed as the global network and digital agency for Mercedes-Benz following a six-month pitch.

Dubbing it one of the holding company’s most “significant wins”, chief executive Arthur Sadoun said it has opened a new agency in Berlin that will service the account.

In an email to staff, seen by The Drum, Sadoun said the agency will be called Publicis Emil after Mercedes-Benz owner Daimler's “original transformation partner”, Emil Jellinek who created the auto brand.

It will be led by Justin Billingsley, chief operating officer for Publicis Communications alongside Maggie Lonergan, who will head up European operations and Claire Molyneux, who will focus on its other global markets.

Over the coming months, talent will be drawn from its main hubs –Publicis Communications, Publicis Media, Publicis.Sapient, and Publicis One – with a view to it being fully operational for 1 July.

“[It] demonstrates how far we've managed to take our own transformation in a very short space of time,” Sadoun said.

“A win like this would not have been possible if we hadn't begun more than two years ago to radically change the way we work, by breaking down silos, putting our clients at the heart of everything we do, integrating Sapient and developing global initiatives like PeopleCloud and Spine."

From Mercedes, the brief on paper is relatively simple; be better. “Best digital know-how, best systems, best creativity, best consultancy, best condition," Sadoun quoted the VP of marketing, Jens Thiemer, as saying.

Mercedes-Benz, ranked by Interbrand as the world's ninth most valuable in the word, has faced the same pressures as other automakers in trying to keep pace with the changing consumer behaviour that digital has brought.

In 2015 it laid out an ambition to create a fleet of connected cars that would act as "mobile living rooms" while more recently it collaborated with Google Home, the voice-activated personal assistant, to allow people to interact with a car from home.

For Publicis, the win is a significant milestone as it continues to convince advertisers of its 'Power of One' model. The likes of Walmart and HP have been among the few to have subscribed the the promise of integrated marketing at scale since it was announced two years ago. But after an estimated $10bn in media billings was put under review in January alone, the opportunities to prove its value are coming thick and fast.

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Marketing Day: Blockchain myths, digital billboards & Belgian court fines Facebook

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Here’s our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web.

From Marketing Land:

Recent Headlines From MarTech Today, Our Sister Site Dedicated To Marketing Technology:

Online Marketing News From Around The Web:

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Bold kids looking for adventure are featured in new campaign for Universal Parks & Resorts

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The kids featured in the new ‘Grow Bolder’ campaign for Universal Parks & Resorts are ready to take off the training wheels and go on adventures.

The national brand campaign for Universal Orlando Resort and Universal Studios Hollywood showcases Universal theme parks as destinations for kids who are ready to take the next step and up their vacation quotients.

Created in partnership between Universal Parks & Resorts and David&Goliath, the campaign features a cinematic, black and white spot featuring kids who are empowered and eager to stand on their own, speak for themselves and boldly take on the respective parks.

We see a young wizard in Harry Potter’s world ready to wave a wand, plus a kid who isn’t afraid to venture in with the dinosaurs of Jurassic Park, or wield a ray gun with Minions, go face to face with King Kong or save the planet with Transformers.

“This campaign captures the essence of what we offer our guests every day,” said Alice Norsworthy, executive vice president and chief marketing officer for Universal Parks & Resorts. “Our theme parks offer the kind of vacation experiences that allow families to vacation together and to grow together.”

Added David Angelo, founder and chairman of David&Goliath: “Now more than ever kids are growing up fast, and we wanted to be a part of that growth. But instead of telling kids ‘you don’t have to grow up,’ we let them speak for themselves. We see fearless kids boldly challenging themselves in the most cinematic way. And we show that what you experience at Universal Parks is more than a day of smiles, it’s a chance to truly grow in ways beyond what you imagined.”

Throughout the campaign, Universal Parks & Resorts and David&Goliath will introduce new initiatives and creative on all platforms from social to digital to ambient, all amplifying the brand’s ‘Grow Bolder’ message to kids and families around the world.

The spot airs during the last week of the Winter Olympics on NBC and its affiliates.

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Cristiano Ronaldo refuses to part with his suitcase in spot for American Tourister

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Real Madrid's Cristiano Ronaldo is starring in a spot for luggage brand American Tourister in which he causes quite a stir at an airport for refusing to separate from his suitcase.

Created by TBWA\Spain, which has been tapped by American Tourister to lead the brand's global campaign efforts this year, the spot encourages travelers to ‘Bring Back More’ from their trips. According to the agency, Ronaldo personifies this tagline since he “brings back more memories, experiences and memorabilia from every trip.”

Directed by Augusto de Fraga, the spot features Ronaldo strolling through an airport with a bright yellow bag. When an airline attendant asks him for his luggage at the check-in counter, he smiles and shakes his head before jumping onto the conveyer belt alongside his suitcase. He then proceeds to stay with his bag throughout his entire journey – even during the flight and all the way to the baggage carousel – as fans gawk and snap pictures.

Video of Cristiano Ronaldo – American Tourister TVC

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On social, American Tourister is asking fans to guess what’s in Ronaldo’s bag by posting a photo of their best guess along with the hashtags #BringBackMore and #AmericanTourister. Those who submit ideas will have the chance to win a trip to Russia for two or some of American Tourister’s products.

According to TBWA\Spain, the brand will be releasing different activations with the football legend in the upcoming months.

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