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NEW YORK With the launch of a $75 million campaign for Mercedes-Benz’ 2010 E-Class, U.S. vp, marketing Steve Cannon discussed the psyche of Mercedes owners, the role of “rational red meat” in the ads and why the automaker is creating mobile apps for the first time. The following are excerpts of an interview with senior reporter Andrew McMains.
Adweek: How has the economy impacted your consumers?
Cannon: They’re definitely nervous. They’ve been shaken like they’ve never been shaken before.