The final shootout was between BBDO and Omnicom-backed London agency Shop. Merkley & Partners made it to the final three, having fended off competition from other DaimlerChrysler agencies from Spain, Italy and Germany in earlier rounds of the pitch.
The C-Class, which launched in 2000, is Mercedes' biggest-selling line by volume. Mercedes is a division of DaimlerChrysler.
All the agencies involved in the review already worked on the C-Class or other DaimlerChrysler business.
The Paris agency is understood to be working on a single campaign that will run globally in the first half of 2007. The move is a departure for the brand, which has always created local and regional advertising campaigns but is now looking to build a more consistent brand while streamlining marketing budgets and creating efficiencies of scale. Local roster agencies will still be asked to adapt the new C-Class work for their own markets.
BBDO also works with DaimlerChrysler-owned Mercedes on other marques in India, Australia, the Middle East and Germany.