Benz Moves $30 Mil. Within Omnicom

LOS ANGELES Mercedes-Benz USA has shifted an estimated $30 million in collateral creative duties from Omnicom Group’s The Designory to the same holding company’s Merkley + Partners, sources said.

There was no review, and both agencies declined comment.

“The collateral business has been integrated into Merkley + Partners,” said Donna Boland, manager of corporate communications at the Montvale, N.J., automaker. “It’s not a reflection on Designory. We had a very long and very successful relationship and they’ve done very good work for us.”

Designory’s work for Mercedes included dealer point-of-purchase materials and consumer brochures, according to Boland, who declined to comment on billings. She said Merkley already had been responsible for the integration of all of Mercedes’ marketing communications, coordinating the direct marketing with the interactive and collateral work. “Over the past two years, Merkley has taken on additional responsibility and their capability has increased significantly,” added Boland.

Having New York-based Merkley handle the assignment, rather than the Long Beach, Calif.-based Designory, is seen as “more efficient and less redundant,” Boland said.

Designory handles various automotive brands, including an increasing amount of below-the-line work for Nissan and Infiniti.