Mercedes Taps Publicis Groupe as Global Ad Agency

February 13, 2018 at 2:53 PM

Daimler AG’s Mercedes-Benz Cars unit has hired Paris-Publicis Groupe to handle its marketing in 40 markets outside Germany, China and the U.S.

Publicis has formed a new agency called Publicis Emil to handle the account, Advertising Age reports. The name was inspired by Emil Jellinek, a pioneer in the German auto industry, who developed a car in 1900 with Daimler and named it after his daughter, Mercedes.

The Berlin-based agency will borrow staff from several Publicis agencies and expects to begin operations on July 1. The new agency will be headed by Justin Billingsley, chief operating officer for Publicis Communications.

Mercedes will continue to handle its marketing in Germany, China and the U.S. through Antoni, BBDO and Merkely & Partners, respectively.​​​​