Mercedes Appoints Rival BMW's Ad Agency to Handle Regional Account

Independent Jung von Matt Replaces Longtime Shop Springer & Jacoby

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STUTTGART (AdAge.com) -- DaimlerChrysler's Mercedes-Benz division has named the longtime agency of rival BMW, Hamburg-based Jung von Matt, to handle its $100 million account in Germany, Austria and Switzerland.
The account move ends Mercedes' 16-year relationship with Interpublic's Springer & Jacoby.
The account move ends Mercedes' 16-year relationship with Interpublic's Springer & Jacoby.

The move, effective January 2007, ends Mercedes' 16-year relationship with Interpublic Group of Cos.' Springer & Jacoby, Hamburg. Independent Jung von Matt is considered as one of the hottest shops in Germany, and has handled BMW Group's German account for the past seven years.

Jung von Matt will develop new strategies and integrated international communication concepts. The agency's founders, Jean-Remy von Matt and Holger Jung, are responsible for the account.

BMW in Munich was unperturbed. "Business as usual, we'll look for a new agency," a spokesman commented. The automaker already has some experience in being ousted by a hot agency: Miami's Crispin Porter & Bogusky left the BMW Mini Cooper account to take on Volkswagen of America's $240 million business.
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