Mercedes to create first consumer roster

Mercedes-Benz is to create its first consumer PR roster as it evolves its image from being a symbol of wealth to a firm serving a diverse range of customers.

The move spells the end of Freud Communications’s two-and-a-half-year hold on the account, which expires at the end of December.

The luxury marque wants to make its PR activity more tactical and is preparing to launch a number of models next year. They range from the latest version of its A-Class premier small hatchback to the launch of Vision R, a six-seater cross between a sports estate and a people carrier.

‘This heralds a new approach for Mercedes-Benz,’ said press and PR manager Rob Halloway. ‘We’re planning to use a roster of agencies rather than a single retained relationship. We have a number of exciting new cars next year and plan to use short, sharp tactical efforts to promote these.’

Between six and a dozen agencies will secure a place on the roster according to Halloway, on which he said he hoped Freuds would keep a place.

An NOP World survey last week revealed Mercedes-Benz customers as the most ‘active brand advocates’, of any firm with 59 per cent promoting the brand via word of mouth.

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