Mercedes hires support to target young, wealthy drivers

Mercedes-Benz has hired Ketchum for a UK lifestyle brief to promote the brand to a 'younger, more aspirational' market.

Mercedes: targeting the young, wealthy
Mercedes: targeting the young, wealthy

Ketchum will focus on the non-automotive consumer media, working alongside the Mercedes-Benz UK in-house team, who will continue to handle the trade press.

The agency will capitalise on the car company's marketing activity, including its sponsorship of Formula 1's Team McLaren, the Goodwood Festival of Speed and Fashion Week in Berlin, New York, Miami and Los Angeles.

The account is thought to be worth upwards of six figures.

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