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Mercedes hands MBA $25m launch.
Partners BDDH's grip on the Mercedes account appeared to slip with news this week that Daimler-Chrysler has appointed Maher Bird Associates to the pan-European $25 million launch business for its new Vaneo model.
The appointment follows a three-way pitch against fellow roster agencies Springer & Jacoby and Scholtz & Friends, Berlin, which MBA is said to have won because of its integrated approach.
The Vaneo is positioned in the Mini MPV sector of the car market, which is dominated by the Vauxhall Zafira and Renault Scenic. It is a new market for Mercedes.
Graham Kerr, the creative director at MBA, said: "The time is right for a vehicle like this. It's exciting to be given the opportunity to launch it throughout Europe."
The launch campaign is due to break at the beginning of next year. It will include TV, ...
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