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Mercedes Picks Razorfish for Digital

Account Was With Critical Mass

By Published on .

DETROIT (AdAge.com) -- Mercedes-Benz USA tapped Razorfish as its new digital agency of record after a quiet review, Steve Cannon, VP-marketing at the automaker, said.

Mr. Cannon would not reveal spending, only to say that the business is worth "millions and millions of dollars."

The incumbent was Critical Mass, Toronto, which was the automaker's only digital agency, Mr. Cannon said. Critical Mass was invited to defend, but declined, he said. "We had a great relationship with them, but it was time to move on."

The automaker narrowed a list of six undisclosed contenders to four finalists, identified by Mr. Cannon as two New York-based firms -- Razorfish and Rapp Digital, along with Sapient, New York, and iCrossing, Scottsdale, Ariz.

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