By Nathan Allen
Mercedes-Benz has chosen France's Publicis Groupe SA (>> Publicis Groupe) as its new "international network agency," responsible for managing a shakeup of the car maker's marketing strategy, the company said Tuesday.
The luxury-car unit of Daimler AG (>> Daimler) said the agreement would help it develop a more consistent look for the Mercedes-Benz brand across different markets.
Publicis will also work on increasing the coordination between centrally produced marketing campaigns and local-digital ads, according to a release from Mercedes.
The advertising group will set up a new agency in Berlin that will be called Publicis Emil, catering specifically to the company's needs and requirements, Mercedes said.
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