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.