{"id":6884,"date":"2021-09-22T10:00:41","date_gmt":"2021-09-22T15:00:41","guid":{"rendered":"http:\/\/www.icesi.edu.co\/marketingzone\/?p=6884"},"modified":"2021-09-20T14:42:08","modified_gmt":"2021-09-20T19:42:08","slug":"mercedes-benz-adjudica-su-cuenta-global-de-marketing-a-omnicom","status":"publish","type":"post","link":"https:\/\/www.icesi.edu.co\/marketingzone\/mercedes-benz-adjudica-su-cuenta-global-de-marketing-a-omnicom\/","title":{"rendered":"Mercedes-Benz adjudica su cuenta global de Marketing a Omnicom"},"content":{"rendered":"<ul>\n<li>A partir de 2022 la unidad \u00abTeam X\u00bb de Omnicom llevar\u00e1 el marketing global de Mercedes-Benz<\/li>\n<li>El grupo se ha antepuesto as\u00ed a Publicis tras un concurso que ha durado seis meses<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone  wp-image-6885\" src=\"http:\/\/www.icesi.edu.co\/marketingzone\/wp-content\/uploads\/2021\/09\/mercedes_benz_omnicom-300x169.jpg\" alt=\"\" width=\"611\" height=\"344\" srcset=\"https:\/\/www.icesi.edu.co\/marketingzone\/wp-content\/uploads\/2021\/09\/mercedes_benz_omnicom-300x169.jpg 300w, https:\/\/www.icesi.edu.co\/marketingzone\/wp-content\/uploads\/2021\/09\/mercedes_benz_omnicom-1024x576.jpg 1024w, https:\/\/www.icesi.edu.co\/marketingzone\/wp-content\/uploads\/2021\/09\/mercedes_benz_omnicom-768x432.jpg 768w, https:\/\/www.icesi.edu.co\/marketingzone\/wp-content\/uploads\/2021\/09\/mercedes_benz_omnicom.jpg 1280w\" sizes=\"auto, (max-width: 611px) 100vw, 611px\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>Tras haber unificado los departamentos globales de Marketing y Comunicaci\u00f3n de\u00a0Mercedes-Benz\u00a0y el resto de sus marcas, que confluyen en una \u00fanica unidad al frente de la cual est\u00e1 ahora Bettina Fetzer, la compa\u00f1\u00eda ha anunciado que consolidar\u00e1 su alcance global con el llamado<strong>\u00a0\u00abTeam X\u00bb<\/strong>\u00a0de\u00a0<strong>Omnicom.\u00a0<\/strong>El grupo se encargar\u00e1 de gestionar tanto la parte creativa como de medios para la empresa de automoci\u00f3n.<\/p>\n<p>La asignaci\u00f3n de la cuenta global de Marketing de Mercedes-Benz a Omnicom es algo \u00fanico en la industria. As\u00ed, Mercedes-Benz crear\u00e1 un modelo de\u00a0<strong>agencia global\u00a0<\/strong>totalmente integrado, desde el desarrollo de contenido hasta la planificaci\u00f3n de medios y la medici\u00f3n, para brindar a las partes interesadas y a los clientes\u00a0<em>\u00abinformaci\u00f3n relevante en todos los puntos de contacto\u00bb,<\/em>\u00a0tal y como aseguran desde la marca en un comunicado.<\/p>\n<p>Omnicom, que ya trabajaba con Mercedes-Benz en la parte de\u00a0<strong>medios<\/strong>, se ha enfrentado en un concurso que ha durado seis meses con Publicis.\u00a0El grupo franc\u00e9s gestionaba la parte creativa\u00a0de la cuenta a trav\u00e9s de Publicis Emil que, tras perder el concurso de Mercedes-Benz, se disolver\u00e1.<br \/>\nAdem\u00e1s, ha sido un concurso en el que, tal y como recoge la marca en su comunicado, se han seguido las directrices comunes de la Federaci\u00f3n Mundial de Anunciantes (WFA) y la Asociaci\u00f3n Europea de Agencias de Comunicaci\u00f3n (EACA).<\/p>\n<p>De forma paralela a este anuncio que hace la compa\u00f1\u00eda, Omnicom ha confirmado la adquisici\u00f3n de\u00a0<strong>dos agencias en Alemania<\/strong>\u00a0para proporcionar un mejor servicio a Mercedes-Benz: Antoni, una agencia de publicidad nativa digital con sede en Berl\u00edn, y Oliver Schrott Kommunikation (OSK) especializada en relaciones p\u00fablicas. As\u00ed, Omnicom suma m\u00e1s de 400 empleados a su plantilla integrando los equipos de estas dos agencias que ya trabajaban con Mercedes-Benz.<\/p>\n<p><span class=\"ladillo\"><strong>Una experiencia de marca fluida<\/strong><\/span><\/p>\n<p><em>\u00abCon esta decisi\u00f3n, Mercedes-Benz est\u00e1 marcando el siguiente hito en la comunicaci\u00f3n constante con el cliente en todos los canales. Al contar con una nueva unidad totalmente integrada, Mercedes-Benz est\u00e1 reorquestando toda su comunicaci\u00f3n para ofrecer una experiencia de marca fluida, personalizada y basada en datos para los clientes en todos los puntos de contacto\u00bb<\/em>, ha declarado\u00a0<strong>Britta Seeger<\/strong>, miembro del Consejo de Administraci\u00f3n de Daimler AG y Responsable de Ventas de Mercedes-Benz AG.<\/p>\n<p>Por su parte\u00a0<strong>John Wren<\/strong>, Presidente y Director Ejecutivo de Omnicom Group, ha a\u00f1adido que se sienten\u00a0<em>\u00abprivilegiados de asociarnos con Mercedes-Benz mientras transforman y fusionan sus actividades de comunicaci\u00f3n y marketing global. Nuestro reci\u00e9n formado \u00abTeam X\u00bb cumple con ese objetivo, creando una estructura global optimizada con puntos de contacto \u00fanicos as\u00ed como datos y an\u00e1lisis innovadores conectados en cada capa\u00bb.\u00a0\u00a0<\/em><\/p>\n<p>&nbsp;<\/p>\n<p>Fuente: https:\/\/www.reasonwhy.es\/actualidad\/mercedes-benz-cuenta-global-marketing-omnicom<\/p>\n","protected":false},"excerpt":{"rendered":"<p>A partir de 2022 la unidad \u00abTeam X\u00bb de Omnicom llevar\u00e1 el marketing global de Mercedes-Benz El grupo se ha antepuesto as\u00ed a Publicis tras un concurso que ha durado seis meses &nbsp; &nbsp; Tras haber unificado los departamentos globales de Marketing y Comunicaci\u00f3n de\u00a0Mercedes-Benz\u00a0y el resto de sus marcas, que confluyen en una \u00fanica [&hellip;]<\/p>\n","protected":false},"author":52,"featured_media":6885,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","footnotes":""},"categories":[58],"tags":[],"class_list":["post-6884","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-panorama"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Mercedes-Benz adjudica su cuenta global de Marketing a Omnicom | Marketing Zone Icesi<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.icesi.edu.co\/marketingzone\/mercedes-benz-adjudica-su-cuenta-global-de-marketing-a-omnicom\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta 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