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Mercedes-Benz appoints BBH as Asian regional agency

SINGAPORE - DaimlerChrysler has hired Bartle Bogle Hegarty to handle its entire advertising account for Mercedes-Benz in South-East Asia, after a month-long review.

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The account covers Singapore, Malaysia, Taiwan, Thailand and Indonesia, and will be run out of BBH's Singapore office.

In June 2001, Mercedes-Benz moved its Thai ad account from BBDO to Lowe & Partners after a three-way pitch.

Peter Honegg, managing director of Mercedes-Benz, said: "We are looking forward to working with BBH. They showed strong understanding of Asian consumers in the region. We were impressed with BBH's strategic planning abilities and we are confident that they will be able to help us deepen our brand vitality as we mould the future together."

Chris Harris, outgoing CEO of BBH Asia Pacific, said: "Our strategic planning skills, on which we place as high a priority as our creativity, were what initially brought us together with Mercedes-Benz. It is a very exciting prospect to work with a client who is so committed to strategic rigour and consumer understanding."

Harris is set to return to London and is being replaced in Singapore by Ben Fennell, BBH's London-based group business director. Harris will take up a new position in the agency's UK office.

Harris, who worked in Singapore for four years, has been named president of international operations to ensure BBH's New York, Tokyo and Singapore offices properly coordinate efforts in servicing international clients.

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