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Unashamedly attention seeking – Mercedes sheds light on advertising shakeup

Ola Källenius addresses the triggers for the upheaval of Mercedes' advertising agency strategy and the future direction of its ad work

Last November, Mercedes-Benz outlined a global advertising agency shakeup - it's first in more than seven years. It coincided with the introduction of a new advertising agency model which divided the company's global operations into three creative centres: the US, China and Europe.

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