In a landmark move set to redefine luxury automotive marketing, Mercedes-Benz has consolidated its global media, brand, and performance marketing activities under a single agency network: Omnicom Group. This strategic decision, culminating in the formation of ‘Team X’, signals a new chapter for the German automotive giant, effective January 2022. This integrated approach, effectively creating a dedicated ‘Benz Agency’ within Omnicom, is designed to enhance brand consistency and customer engagement across all touchpoints in an increasingly digital and data-driven world.
This bold step follows the recent integration of Mercedes-Benz’s PR and Marketing units under the leadership of Bettina Fetzer. The selection of Omnicom to manage its comprehensive global marketing scope represents the next phase in strengthening the brand’s global presence and ensuring a unified brand experience for customers worldwide. The aim is to create globally consistent brand experiences across every stage of the customer journey, from initial awareness to post-purchase engagement.
Prior to this pivotal decision, Mercedes-Benz conducted a rigorous six-month selection process. This evaluation involved redefining the roles and responsibilities of its existing agency partnerships and assessing their capabilities in meeting the evolving demands of modern marketing. The core objective was to consolidate its global marketing communications with a single, integrated partner capable of delivering seamless and data-driven campaigns.
A key focus of the tender was the advancement of Mercedes-Benz’s digital and data-based media strategies, alongside brand and performance marketing activities. The company sought an agency partner that could guarantee a customer-centric approach across all target demographics, encompassing both online and offline interactions. This emphasis on digital transformation reflects the broader changes in marketing and sales, driven by the need to personalize customer experiences and leverage data for enhanced effectiveness. Furthermore, a simplified marketing operation was a critical objective, aiming to boost marketing efficiency and effectiveness through intelligent data utilization throughout the customer journey.
Omnicom Group emerged as the compelling choice, demonstrating a strong understanding of Mercedes-Benz’s vision and presenting a future-forward strategy. As the designated budget holder for global media activities, Omnicom, through ‘Team X’, will ensure a cohesive development and execution process for both corporate and product brands across more than 40 markets globally. This ‘benz agency’ model signifies a long-term partnership commitment between the two industry giants.
“With this decision, Mercedes-Benz is setting the next milestone in consistent customer communication across all channels – online and offline,” stated Britta Seeger, Member of the Board of Management of Daimler AG and Mercedes-Benz AG responsible for Sales. “By bringing together a new, fully integrated unit, Mercedes-Benz is re-orchestrating all of its communication content across all channels to deliver a data-driven, personalised and seamless brand experience for customers at all touchpoints worldwide. This is where ‘Team X’ will act as our holistic, fully networked agency partner for globally sustainable, efficient and effective communication.” Seeger emphasized the ambition to not only build the most desirable cars but also to reflect that desirability in every customer interaction with the brand.
John Wren, Chairman and CEO of Omnicom Group, echoed this sentiment, highlighting the significance of the partnership. “Mercedes-Benz was looking for a holistic agency partner that could help deploy a sustainable and globally consistent luxury experience for the company’s brand promise around the world for the first time. Our newly formed ‘Team X’ delivers on that goal, creating a streamlined global structure with clear single points of contact as well as innovative data and analytics connected in every layer. We look forward to supporting Mercedes-Benz in a long-term partnership to further increase the desirability of its brand portfolio and pioneer the creation of personalized and highly effective customer communications.” This collaboration marks the beginning of an exciting era for the ‘benz agency’ and Mercedes-Benz marketing on a global scale.
Beyond traditional campaigns, Mercedes-Benz is intensifying its focus on creating brand-defining experiences, ranging from exclusive events to strategic collaborations, to further enhance its luxury brand positioning. In parallel with the ‘benz agency’ selection, both agency groups involved in the pitch were invited to present concepts for a fully integrated global creative agency. Omnicom’s compelling approach envisions a bespoke agency solution designed to deliver a holistic understanding of the consumer across all brand touchpoints, experiences, and moments throughout the customer journey.
This creative unit, with hubs strategically located in the US, Europe, and Asia, will ensure regional nuances are considered from the outset of strategy and creative development. This approach will allow for regionally adapted global brand presences, strengthening the experiential aspect of brand communication. Working in close collaboration with Mercedes-Benz teams, Omnicom plans to refine this model, bringing together top specialists from across its network and leveraging existing partnerships, including those with antoni and OSK.
Bettina Fetzer, Vice President Communications & Marketing Mercedes-Benz AG, emphasized the unified brand vision. “One presence, one brand experience – one “Mercedes look and feel” for all brand-defining activities worldwide – that is our goal,” she stated, highlighting the ambition for a consistent and impactful global brand presence orchestrated by this new ‘benz agency’ framework.
The selection process itself was structured to be fair and transparent, involving all relevant regions and Mercedes-Benz business units. Agency service presentations were evaluated against uniform criteria, with sustainability commitments playing a significant role in the assessment. Mercedes-Benz adhered to the guidelines set by the World Federation of Advertisers (WFA) and the European Association of Communications Agencies (EACA) throughout the pitch process, reinforcing its commitment to ethical and transparent practices.
In conclusion, Mercedes-Benz’s strategic alliance with Omnicom and the creation of ‘Team X’ heralds a new era for the brand’s global marketing efforts. This ‘benz agency’ model signifies a commitment to integrated, data-driven, and customer-centric communication, designed to elevate brand desirability and deliver seamless luxury experiences worldwide. This partnership is poised to drive Mercedes-Benz’s marketing effectiveness and solidify its position as a leader in the luxury automotive sector.
