LONDON - DaimlerChrysler has awarded the E29.5 million launch business for its new Mercedes-Benz Vaneo to Maher Bird Associates, London.
The appointment follows a competition between several European agencies, including Springer & Jacoby and Scholtz & Friends, both in Berlin.
Maher Bird first won a place on the DaimlerChrysler roster in 1997 by gaining the E1.75 million Mercedes-Benz used-car business.
The Vaneo is a light commercial vehicle based on an extended version of the Mercedes-Benz A-class platform. DaimlerChrysler also intends to build a version for passenger use.
A multi-media campaign will be run from London and unveiled across nine major European markets, including Germany, France, the UK and Italy.
Graham Kerr, creative director of Maher Bird, says: 'The time is right for a vehicle like this and it's very exciting to be given the opportunity to launch it throughout Europe.'