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Wyse Gets Into the Driver’s Seat Of Freightliner’s Sterling Truck

CHICAGO-Wyse Advertising has added both Sterling and diamonds to its client roster.
The Cleveland agency was selected to handle all aspects of advertising for Sterling Truck Corp. The former heavy-truck division of Ford Motor Co. was acquired early last year by the Freightliner unit of Daimler-Benz AG and rechristened with the Sterling name.
Wyse’s mandate is to establish the Sterling brand with the existing client base-the former Ford division sold more than 20,000 units annually-and advance new client development and marketing, including trade advertising and direct marketing. No budget was disclosed.
“We’ve always said we’d love to have an automotive account. Sterling Truck moves us into that business, and we’re excited about working with them on this new brand,” said agency chairman Marc Wyse.
Portland, Ore.-based Freightliner has headquartered Sterling Truck in Willoughby, Ohio. Young & Roehr in Portland, which continues as agency of record for Freightliner, has handled the Sterling brand since the acquisition.
Wyse was selected for the account after a review of several Cleveland agencies, including Dix & Eaton, Marcus and Meldrum & Fewsmith Communications, said Ann Demitruk, director of marketing for Sterling.
Additionally, Wyse was named agency for Only Diamonds, a fledgling jewelry chain owned by LDC Group in Akron, Ohio. The chain currently operates outlets in Atlanta, Las Vegas, Cleveland and Canton, Ohio. -Scott Hume