CIA/FCB alliance wins DaimlerChrysler's global planning account except for North America, German

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LONDON--Ten months after DCMA, the joint venture between CIAMedianetwork and True North Communications' FCB Worldwide, won DaimlerChrysler's estimated $600 million media buying account, the duo has picked up the German-American carmaker's media planning business globally, excluding the U.S., Canada, Mexico and Germany. The assignment was made without a competitive review.

DCMA has now consolidated all planning and buying in more than 60 markets across five continents. DCMA is represented worldwide through either CIA or FCB offices.

In April 1999, the newly merged DaimlerChrysler consolidated its estimated $1.8 billion media buying business with three groups: BBDOWorldwide-owned PentaCom of Troy, Michigan, for the U.S., Canada and Mexico; BBDO-owned GFMO of Stuttgart for the German market; and the DCMA joint venture for all the other markets around the world.

PentaCom will continue to handle media planning in the U.S., Canada and Mexico. In Germany, DCMA GFMO will continue to handle Chrysler media planning, while GFMO will handle DaimlerChrysler media buying.

The main losers from the Feb. 15 assignment are the dozens of local creative ad agencies Mercedes-Benz has used around the world that primarily have been handling media planning. Among the agencies Mercedes uses are Springer & Jacoby, Hamburg, and Bates Worldwide in LatinAmerica.

CIA Medianetwork Europe CEO Mainardo de Nardis says of the latest assignment: "By consolidating both its media planning and buying into just one agency, we can ensure that DaimlerChrysler will further benefit from consolidation efficiencies and our extensive resources -- tools, systems, processes -- worldwide."

Earlier this month, DaimlerChrysler promoted Ken Laurence to the new Auburn Mills, Michigan-based post of director-global media, from di-rector-international marketing operations.

Jim Moore, FCB exec-VP and director of DaimlerChrysler's global oper-ations, adds: "We have worked with Chrysler for more than 20 years, and we are delighted to be expanding our relationship with Daimler-Chrysler still further."

CIA Medianetwork Germany President Zoja Paskaljevic will take on additional management responsibilities for Duessledorf-based DCMA as CEO. He will work alongside Alex Crowther, who has been appointed as the first managing director of DCMA and will assume the day-to-day respons-ibilities of DCMA. Mr. Crowther has worked on the Chrysler account in Europe for True North Communications' Bozell and most recently in Singapore for CIA.

DCMA is focused on the management of DaimlerChrysler brands Mercedes-Benz, Smart, Chrysler, Jeep and Dodge in more than 60 markets across five continents.

CIA Medianetwork is owned by U.K.-based Tempus Group.

Copyright February 2000, Crain Communications Inc.

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