New agency ‘Publicis Emil’ to launch in Berlin in win Arthur Sadoun describes as ‘living proof’ of network’s new model
Following a gruelling pitch process, Publicis Groupe has been named global network and digital agency for Mercedes-Benz. In order to service the huge account for the Daimler-owned car brand, Publicis will establish a new devoted agency called Publicis Emil, which will be headquartered in Berlin and bring together talent from Publicis Communications, Publicis Media, Publicis.Sapient and Publicis One.
According to a release from Daimler, the pitch was called to support Mercedes-Benz’s digital transformation, maintain a more consistent look worldwide, more smoothly sync up ‘central’ and ‘local digital content’. Publicis will also work on local adaptation of Mercedes campaigns across 40 markets.
“We are delighted to have found a new promising partner in Publicis for our global agency network. Mercedes-Benz is one of the world's biggest companies that advertise, and it is - more than ever before - currently a highly attractive international budget”, said Dr Jens Thiemer, Vice President Marketing Mercedes-Benz Passenger Cars. "Our focus of cooperation with the new agency partner is above all on the worldwide digital marketing and communication measures in order to drive forward digital transformation at Mercedes-Benz. Our criteria for this are clear: best digital know-how, best systems, best creativity, best consultancy, best conditions."
For Publicis Groupe chairman and CEO Arthur Sadoun, the win symbolises a vindication of the internal reorganisation and transformation within the group. Speaking in an internal company memo, he said: “This was without a doubt the biggest pitch in the industry over the past 18 months, and one of the most significant wins the Groupe in many years. But more importantly, it is the living proof that the new model we're putting in place, to become the market leaders in marketing and business transformation, is working.”
He later added: “I wish you could all have had the chance I did to be in the room during the different presentations, because you would have immediately seen that the model we're building at Publicis is reinventing the future of marketing and business.”
The new agency will be headed up by current Publicis Communications COO Justin Billingsley, who will be CEO of the new model. He is to be joined by Maggie Lonergan, who will lead Region Europe and Claire Molyneux, who will lead Region Overseas. The agency will fully open its doors on July 1st.
The agency name ‘Emil’ comes from a major figure in Daimler’s heritage, Emil Jellinek, a distributor who pushed the manufacturer into new territories. “It was Emil who placed a large order for a new car with Daimler with one condition: that they be named after his daughter, Mercedes. It is in this same spirit of progress that we have adopted his name for our new agency,” said Arthur.
The big win for Publicis is a blow to BBDO Worldwide, which has been responsible for adapting the campaigns in around 40 markets since 2007. The contract expires on 30 June 2018. "Our huge thanks to BBDO Worldwide and in particular to Andrew Robertson and Thilo Schotte personally for eleven years of extremely successful cooperation, which has elevated international marketing at Mercedes-Benz to new heights,” said Dr Jens Thiemer.
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