Publicis Groupe has won global creative duties for Mercedes-Benz following a six-month pitch that also involved WPP and Omnicom.
The brief includes creative in all markets aside from the US and China, as well as digital transformation work.
Previously, Omnicom's BBDO had creative duties in most markets and will continue to work with the German luxury carmaker in China. Merkley & Partners will continue to handle creative in the US.
AdNews understands that it does not include media planning and buying at this stage, which in Australia is managed by Omnicom Media Group's Foundation. Their contract with Mercedes expires next year.
Publicis Groupe chief executive and chairman Arthur Sadoun described the pitch as the largest in the word over the past 18 months.
“It is one of the most significant wins for the group in years,” he added. “It is living proof that the new model we have put in place to become the market leader in marketing and business transformation is actually working. “Publicis Emil will deliver a truly end to end way of working with Mercedes-Benz in 37 countries."
Publicis has created a bespoke agency, Publicis Emil, to look after the Mercedes-Benz account. which will be headquartered in Berlin and headed by former Saatchi & Saatchi executive Justin Billingsley.
It is named after Emil Jellinek, a European entrepreneur credited as a 'Daimler transformation partner' who bankrolled the first ever Mercedes, which is named after his daughter.
The agency will have two regional leads. Publicis Communications Europe chief transformation officer Claire Molyneux will head markets outside of Europe and SapientRazorfish head of strategic growth Maggie Lonergan will lead Europe.
Mercedes Benz spent about $950 million on global media in 2017, according to French consultancy COMvergence .
Although it is not among the top 10 car makers by volume, it is one of the most prestigious brands in the world.
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