DCMA, the joint venture between CIA Medianet-work and True North Communications' FCB Worldwide, picked up Daimler-Chrysler's media planning globally, excluding the U.S., Canada, Mexico and Germany. The assignment was made without a competitive review and comes 10 months after DCMA won the carmaker's estimated $600 million media buying account. DCMA has now consolidated all planning and buying in more than 60 markets across five continents. BBDO
Worldwide-owned PentaCom, Troy, Mich., will continue to handle planning in the U.S., Canada and Mexico. The main losers are the dozens of local agencies Mercedes-Benz used around the world to handle media planning.
Copyright February 2000, Crain Communications Inc.