STUTTGART - The international marketing communications account for DaimlerChrysler's Smart has been awarded to Springer & Jacoby.
The Hamburg-based advertising agency already handles the German account for DaimlerChrysler's Mercedes-Benz brand.
The account is estimated to be worth more than E40 million.
True North Communications, the Chicago-based holding company for FCB Worldwide, is buying a 35 percent stake in Springer & Jacoby with the aim of turning Springer & Jacoby into a network capable of handling the Mercedes advertising account across Europe.
Oliver Hoffmann, head of international marketing communication at MMC Smart GmbH, says of the review: 'We chose Springer & Jacoby after a very exciting and high-class selection process, as both the strategy that was presented and the creative implementation best do justice to the international challenges that are facing Smart.'
Starting next year, Springer & Jacoby will take over the Smart advertising account from Zurich-based Weber Hodel Schmid, which has managed the Smart account for the past three years.
Springer & Jacoby will work on brand communication, communication for new products and sales literature.
DaimlerChrysler intends to expand the Smart range beyond the existing two-seater. A four-seat Smart is planned, together with coupe and roadster models.
Leagas Delaney, London, Rempen & Partners, Dusseldorf and FCB Berlin also took part in the review of the Smart account.
FCB Worldwide is currently in competition with BBDO Worldwide for DaimlerChrysler's $1 billion creative advertising account for its Chrysler, Dodge and Jeep brands.