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For the first national American marketing campaign for the tiny Smart Car, Tracey Matura decided to do something a bit different.
Rather than give the relatively small assignment to a single agency, the general manager of Smart USA pooled staffers from three shops already working on sister brand Mercedes-Benz. Merkley + Partners was tasked with traditional ads, Razorfish with digital, and Sage Collective with events.
It was a bold move. Smart has a long way to go, and it’s a key part of Mercedes-Benz USA’s strategy, if only because it’s essential to the company’s efforts to meet new federal miles-per-gallon standards for its entire fleet.
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