Mercedes-Benz relies on a variety of ad agencies in Europe. In June, Mercedes assigned Hamburg- based Springer & Jacoby the task of launching the new M-Class sports utility vehicle across Europe. Springer & Jacoby is also the lead agency for Europe on the launch of the German luxury car maker's first small car, the A-Class. Other Mercedes agencies will adapt Springer & Jacoby's work.
Ammirati Puris Lintas, Milan, works for Mercedes in Italy. London-based BDDH picked up the Mercedes business in the U.K. after Leo Burnett resigned the creative account due to a client conflict in the network over Fiat. In the U.S., Lowe & Partners/SMS, New York, handles Mercedes.
Copyright September 1997, Crain Communications Inc.