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NEW YORK After postponing the U.S. launch of the Smart car and scuttling a review in the middle of last year, DaimlerChrysler has selected BBDO to handle the brand in the U.S. without a review and is in final contract negotiations with the agency, sources said.
The Smart nameplate is on schedule to hit the domestic market in 2008, according to its Web site, www.usa.smart.com.
During last year’s review in which shops such as DeVito/Verdi and StrawberryFrog, both New York, and San Francisco-based Venables, Bell & Partners made it to the finals, the client had a projected media spend of $20 million to introduce the brand [Adweek, April 4, 2005].
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