Reorganization of marketing and PR at Mercedes-Benz

Reorganization of marketing and PR at Mercedes-Benz
29.
April 2021
Stuttgart (Germany)
  • Mercedes-Benz starts comprehensive transformation of its global marketing and communication activities
  • The two areas are being merged in a powerful unit to strengthen the consistent presentation of the company’s product brands and corporate brand
  • The merging of press and marketing competences emphasises the pioneering role of Mercedes-Benz with the progressive and customer-focused addressing of all target groups
  • Central Creation of all brand and sub-brand assets from a single source for the first time, also for personalized and data-driven customer communication; further development of the tailor-made worldwide agency networkBettina Fetzer takes charge of new area
  • Jörg Howe moves to Daimler Truck as Special Representative External Affairs and Communications

Stuttgart (Germany), April 2021 – Mercedes-Benz is fundamentally reorganising its marketing and communication activities. For the first time, both areas are being merged in a joint unit headed by Bettina Fetzer. The aim of this realignment is to have a uniform global presence – for the product brands as well as for the Mercedes-Benz corporate brand.

Ola Källenius, Chairman of the Boards of Management of Daimler AG and Mercedes-Benz AG:
“Mercedes-Benz is the world’s most valuable luxury-car brand. Now, the most exciting phase in the history of our company is beginning. With the reorganisation of our worldwide PR and marketing activities, we are creating the basis to communicate our claim to leadership in electric drive and vehicle software even more effectively.”

In connection with the planned stock-exchange listing of the Daimler truck and bus business as an independent company, Daimler’s Head of Communications, Jörg Howe, is moving to Daimler Truck AG. On 1 July 2021, he will take on the newly created position there of Special Representative External Affairs and Communications. In this role, Howe will report to the Chairman of the Board of Management of Daimler Truck AG, Martin Daum.

Jörg Howe: “I am looking forward to the exciting task at Daimler Truck and I am sure that communication at Daimler and Mercedes-Benz is in very good hands with the new team.”

Tobias Just is to take over the position of Head of Corporate Communications for Daimler AG and for Mercedes-Benz AG. Katja Bott will continue to be responsible for product, technology and brand communication at Mercedes-Benz AG, as well as for Mercedes-Benz Vans communication.

“I thank Jörg for his excellent work in the past 13 years and I am very much looking forward to how Bettina’s team will shape the Mercedes-Benz image for a new era,” said Ola Källenius.

In October 2020, Mercedes-Benz announced a strategic alignment aimed in particular at a stronger luxury positioning for the Mercedes-Benz brand, significant growth of the sub-brands and accelerated development of electric drive and vehicle software. To stringently implement this strategy, the company has now decided on a comprehensive transformation of the internal and external cooperation models for its global marketing and communication activities. In this context, the further development of the global agency network of Mercedes-Benz has also been initiated.

“Our strategic realignment requires a globally consistent brand identity more than ever,” said Bettina Fetzer, Vice-President Global Marketing at Mercedes-Benz AG, who has many years of experience in both press communication and marketing communication. “This will be ensured by the global and regional teams working closely together to provide our customers and fans with a sustainable luxury experience at all touchpoints – worldwide.”

The creation of global brand marketing content is being brought together at the headquarters in Stuttgart. Performance marketing will harmonise creation, activation and performance measurement across regions, thus facilitating efficient, personalised and data-driven customer communication.

“This organisational merger will ensure that Mercedes-Benz speaks with one voice to diverse target groups and stakeholders. With the intelligent combination of press and marketing competences, Mercedes-Benz is emphasising its pioneering role in shaping customer-focused, progressive and global communication,” said Britta Seeger, Member of the Boards of Management of Daimler AG and Mercedes-Benz AG responsible for Sales.

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Bettina Fetzer, currently Head of Marketing Mercedes-Benz Cars (MS/M), will be in charge of the new unit consisting of Communications and Marketing.
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Jörg Howe, currently Head of Global Communications at Daimler AG (COM), will take up his position as Special Representative External Affairs and Communications at Daimler Truck AG on 1 July 2021, reporting to Martin Daum, Chairman of the Board of Management of Daimler Truck AG. Bettina Fetzer, currently Head of Marketing Mercedes-Benz Cars (MS/M), will be in charge of the new unit consisting of Communications and Marketing.
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Jörg Howe, currently Head of Global Communications at Daimler AG (COM), will take up his position as Special Representative External Affairs and Communications at Daimler Truck AG on 1 July 2021, reporting to Martin Daum, Chairman of the Board of Management of Daimler Truck AG.
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