Mercedes-Benz assigns $15m U.K. car account to BDDH London

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LONDON -- Mercedes-Benz U.K. has assigned its car advertising account to London agency BDDH after it was forced into a review when Leo Burnett resigned the business last October.

The $15m account was won "through a combination of (BDDH's) creative solutions and understanding of the issues connected with promoting Mercedes- Benz cars," says a company statement.

A spokeswoman could not confirm when the first work will appear, replacing Burnett's ads which have continued to run to ensure a "seamless transition".

The new agency picks up the business at a time when the Daimler-Benz subsidiary is expanding its range of models to appeal to new groups of consumers. New products in the pipeline include the CLK, a sporty mid-range coupe that will launch globally in June this year, the new A-Class small car, due to debut in 1998, and the four wheel drive M- Class.

Burnett ended its four year hold on the business because of a future potential conflict between the A- Class and the Fiat account. The agency is part of one of two regional networks handling Fiat across Europe.

Copyright January 1997, Crain Communications Inc.

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