NEW YORK: Mercedes-Benz USA has brought on Taylor as its first sports PR AOR in a bid to raise consumer awareness of its commitment to the sports category.
Taylor, which won the business following a competitive bid, began working with the company at the beginning of the year, said Julie Levinthal, brand communications manager at the automaker.
Levinthal previously worked on the Mercedes account for six years at Maloney & Fox.
"When I came here, I thought about how [Mercedes] has all of these incredible properties and such a legacy in sports, and we really need an agency that understands that world and can start bringing together this overarching narrative to fulfill consumer conviction about Mercedes-Benz’s commitment to sports in the US," she explained.
In addition to its sports PR specialty, Mercedes picked Taylor because of its strong media connections.
The agency is tasked with handling media relations for the company’s sports efforts, as well as thought leadership in terms of positioning its executives’ dedication to sports, said Levinthal.
Mercedes-Benz USA, an official partner of The PGA of America since 2009, is one of the global sponsors of The Masters, according to the company’s website. The brand also holds the naming rights for the Mercedes-Benz Superdome in New Orleans, and it has a long history in the motorsports space, including in Formula One and DTM.
The overall goal of bringing on a sports PR firm, she added, is to increase consumer awareness of everything Mercedes does in the sports category.
Levinthal said the initial contract will run for one year. Budget details were not disclosed.