Formed in 1998 as a joint venture between London-based media buying specialist CIA and FCB Worldwide to pitch for the DaimlerChrysler media centralization account, DCMA will continue to manage the media planning and buying business for DaimlerChrysler on a worldwide basis except for Germany, the U.S., Canada and Mexico.
Justus Schneider, VP-marketing communications (passenger car division), DaimlerChrysler, comments: "Excellent local media expertise, buying power and global efficiency is what we expect from our media partner. DCMA is delivering excellent results on all accounts".
DCMA has held the media buying account since the beginning of 1999 and was awarded the global media planning business in February of this year. The agency is now active in 98 countries across the world. DCMA's media buying account for the Mercedes-Benz, Smart, Chrysler, Jeep and Dodge brands has estimated billings of $600 million.
In April 1999, the newly merged DaimlerChrysler consolidated its estimated $1.8 billion media buying business with three groups: BBDO Worldwide-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.
Copyright November 2000, Crain Communications Inc.