Mercedes-Benz is in the midst of an international pitch to appoint a consultancy to work on the brand’s profile, with Enterprise IG thought to be in the running for the work.
The car manufacturer is working on a process of ‘brand profiling’ and is ‘talking to a number of agencies about a number of projects’, confirms a spokeswoman, who declines to reveal further details.
As part of this profiling, the company undertook internal research earlier this year into customer and dealer perceptions of the brand, under a programme titled Appreciation. ‘The new profile is Appreciation and the focus of brand communication was decided by the board,’ says the spokeswoman.
Mercedes last month dropped its lead advertising agency of 16 years – Springer & Jacoby – in favour of rival German group Jung von Matt, which takes up the account next year.