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MERCEDES NAMES NEW MARKETING COMMUNICATIONS GENERAL MANAGER

Scott Keogh Was With Carmaker's Recently Disbanded Smart USA Unit

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DETROIT (AdAge.com) -- Mercedes-Benz USA will name Scott Keogh, an 11-year veteran at the automaker, to the new post of general manager for marketing communications, the automaker said.
Scott Keogh
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The executive, Scott Keogh, who was general manager of the automaker's Smart USA unit, will develop strategic communication plans such as positioning for the overall brand and individual model lines.

Mr. Keogh will have direct responsibility for national marketing communications, regional advertising and market research. He will report to President-CEO Paul Halata until a new vice president of marketing is named.

The former marketing vice president was Michelle Cervantez, who left the automaker to become Hyundai Motor America's vice president of marketing. The automaker said Mr. Halata would assume her duties in the interim.

Mercedes-Benz spent $177 million in U.S. measured media last year, says TNS Media Intelligence.

The marketer reported its best July with vehicle sales of 20,791 in the U.S., 9.6% higher than last July. Mercedes-Benz said its sales for the first seven months of 2005 were 119,425 vehicles vs. 122,130 a year ago.

The Smart USA unit was disbanded over the past few months, and plans to import the funky small cars are on "indefinite hold," a spokeswoman said.

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