oa Journal of Marketing - Mercedes-Benz races ahead with innovative advertising : advertising @ work

Volume 2012, Issue 04
  • ISSN : 1811-9565



"Mercedes-Benz is a company founded on the drive for innovation. Their cars and technologies embody this, and therefore so must their brand. For advertising to build the brand, it must demonstrate the same high innovation as the cars themselves. Anything less than that would be a missed opportunity, at best, and an injustice at worst." So says Robert Rutherford, Net#work BBDO Creative Director, the agency behind Mercedes-Benz's impressive advertising campaigns over the past few months.

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