Mercedes-Benz races ahead with innovative advertising : advertising @ work

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.

• 저널Journal of Marketing · 2012(—) · 10–11
• 토픽Biotechnology and Related Fields · Public Health, Environmental and Occupational Health
• 저자Kerryn Le Cordeur