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Bates South Wins Mercedes in Latin America
ATLANTA–Bates South in Miami has won the
Mercedes-Benz account for Latin America and the Caribbean. The assignment, worth “just under eight figures,” according to agency senior vice president Gary Bassell, includes creative, media and marketing duties. Bates and Miami’s Foote, Cone & Belding were the lone finalists in the four-month review, culled from an initial field of more than a dozen shops. There was no incumbent. Previously, Latin America countries had separate agencies that reported to Mercedes’ headquarters in Germany.