Raydar to ride shotgun on Mercedes-Benz as realignment glut continues

Raydar recently benefitted from a global network realignment when it picked up the Pacific Blue account in New Zealand. And lightning has struck twice: it has now been named as the local agency for Mercedes-Benz after the German car brand named BBDO as its global network in January.

The lead agency is now Clemenger BBDO Melbourne, with local executions through the Clemenger network, otherwise known as Raydar. This means Running With Scissors, which released this campaign for the brand and took the ‘gullwing’ on a tiki tour last year has to say goodbye to the account. But as DDB’s Sandy Moore said after it lost ANZ, decisions made overseas sometimes affect business here. And no matter how good the work is, there’s nothing that can be done about it.

Clemenger Group chief executive Jim Moser called Raydar, which merged with Clemenger-owned Alphabet Soup at the beginning of 2010, a leader in the small to mid-sized below-the-line/retail space and, as well as Pacific Blue and Mercedes-Benz, it also boasts a client list including KFC, Pizza Hut, Frucor Beverages, Heinz Wattie’s, Kellogg’s, The Laminex Group and Appliance Connexion (100%).

“Our size, skill set and focus on results-driven marketing communication is proving to be particularly appealing to global brands that need a nimble agency with local market knowledge and expertise. We will continue to explore and develop this niche,” says Raydar’s managing director Darryl McClay.

Work has already begun on the Mercedes-Benz account with the first retail campaign already completed and various other projects underway.

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