DaimlerChrysler, Stuttgart, Germany, and Auburn Hills, Mich., confirmed its agencies in the global consolidation of its $1.78 billion media buying account. BBDO
Worldwide's dedicated Chrysler brand agency, PentaCom, Troy, Mich., adds the Mercedes-Benz brand in North America; BBDO's GFMO, Stuttgart, which already had Mercedes-Benz, assumes buying for Chrysler brands in Germany; Bozell Worldwide, Southfield, Mich., adds Mercedes' media buying for the rest of the world to its Chrysler brands' account. Look for more changes. "Even though this decision has been made, our integration will continue to look for more ways to streamline the process further and bring greater efficiencies to our advertising efforts,'' said Joachim Schmidt, the Stuttgart-based senior VP-sales and marketing for Mercedes-Benz cars worldwide.
Copyright April 1999, Crain Communications Inc.