DaimlerChrysler last week set up an interim global media-buying system for its $1.78 billion in advertising, as it continues to study permanent agency assignments, said executives close to the car marketer. BBDO
Worldwide's PentaCom, Troy, Mich., adds the Mercedes-Benz brand in the U.S. BBDO's GFMO unit in Hamburg will buy media only in Germany for Mercedes and the Chrysler brands. Bozell Worldwide, Southfield, Mich., and New York, and CIA Medianetwork, London, Europe's second-largest media buyer, will handle all other European markets plus all others outside the U.S.
Copyright February 1999, Crain Communications Inc.