Incumbent MEC has been awarded the media duties for German automotive brand Daimler AG across eight Asia markets for Mercedes-Benz.
This followed a pitch which spanned more than six months, involving OMD and Zenith as well.
The agency has won the business from Indonesian agency Mediaworld and Vietnamese agency Worldstar. MEC's remit spans Singapore, Malaysia, Thailand, Indonesia, Vietnam, Hong Kong, Taiwan and India.
“With the current growth strategy 'Mercedes-Benz 2020' in mind we are further pursuing regional optimisation and consolidation in the area of media activities,” said Jens Thiemer, head of marketing communications for Mercedes-Benz Cars.
“Our concern is for consistent, innovative marketing communications that lead in quality, for still greater efficiency in media planning, and above all an answer to the global challenges presented by digital media,” added Thiemer.
“Bundling the markets enabled unused potential to be exploited,” added Wendelin Wolbert, head of non-production materials procurement. "We are convinced that Group M has delivered the most efficient solution for overall economic success,” said Wolbert.