Mercedes takes a digital route

Vehicle manufacturer Mercedes-Benz (UK) is implementing a major digital media programme across all areas of its business. Design is by branding and communications specialist Rufus Leonard.

The London consultancy’s appointment follows a three-stage unpaid creative pitch involving six consultancies. Mercedes-Benz Internet manager Simon Wilson declines to name the five unsuccessful groups.

Rufus Leonard will redevelop the company’s website and establish a platform for further implementation. New initiatives will include a complete range of electronic services to benefit Mercedes-Benz’s domestic and business customer bases.

Wilson describes Rufus Leonard as the “obvious choice to be our digital development partner. Our goal was to appoint a partner who was able to combine a strategic understanding of the Internet and its potential, with the ability to deliver both creatively and technically across the increasingly complex range of skills needed to be successful in this medium.” Wilson adds that the car group aims to develop a number of electronic customer relations initiatives that will complement the website.

Rufus Leonard principal director Neil Svensen says Mercedes-Benz’s electronic customer relationships “must match the brilliance of its product. Over the next year we will be developing digital media solutions that will live up to the high and exacting standards set by every Mercedes-Benz on the road”.

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