Mercedes-Benz to assign first car ads for Brazil

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STUTTGART -- Mercedes-Benz is on the brink of signing up Sao Paolo-based agency W/Brasil Publicidade for the car maker's first passenger vehicle assignment in the country that previously imposed an import restriction.

Mercedes is currently erecting a factory in Brazil for production of its new A-Class model, which is scheduled to feature next year in the campaign created by the agency's celebrated creative Washington Olivetto.

Also pitching for the account had been Talent Cominicacao, Sao Paolo, and Z&G Grey, also Sao Paolo, which handles Mercedes' utility vehicles business.

Jochen Placking, manager, marketing communications, international, at Mercedes-Benz, says: "The contract with W/Brasil has not yet been signed but is expected to be shortly." He would not comment on the size of budget likely to be allocated.

Copyright January 1998, Crain Communications Inc.

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