Springer & Jacoby Espana opens doors with Mercedes

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HAMBURG--Springer & Jacoby, the German market agency for DaimlerChrysler's Mercedes-Benz, landed the car and truck brand'sadvertising assignment in Spain, its first international assignment for Mercedes.

Springer & Jacoby Espana, based in Barcelona, won the business without a presenta-tion and will take on the aacount effective in January.

The assignment, which also includes trade marketing, was previously with Delvico Bates, Madrid. Mercedes-Benz decided to move to the Spanish arm of its German agency to achieve consistency in its international communications strategy and to benefit from synergy between the operations.

"The Spanish market has an extremely high creative standard," says Michael Trautmann, manager of Springer & Jacoby Holding, Hamburg, and responsible for the Mercedes-Benz business. "We are particularly glad to have won our first international Mercedes-Benz budget."

True North Communications, Chicago, holding company for the FCB Worldwide network, is buying a 35% stake in Springer & Jacoby to help fund the expansion of Springer & Jacoby's European network in a bid to attract more Mercedes-Benz business across Europe.

Springer & Jacoby's Spanish agency will be headed by Managing Director Joaquin Pelaez, 37, previously account director at Bates Europe in Barcelona. Creative Director is Rafa Blasco, 36, also formerly at Bates, Barcelona, whose international campaigns have won various prizes. By yearend, the number of employees is expected to increase to 15 from eight.

Copyright October 2000, Crain Communications Inc.

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