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General => Articles => Topic started by: fasteddy on October 12, 2016, 01:44:29 PM
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Starting in 2017, Mercedes-Benz will gear all the brand's editorial content more specifically to the wishes of its customers. To this end, a new editorial network will be created within Marketing and Corporate Communications.
Marketing will get a new, external editorial team named “Looping Group” – based initially in Hamburg and Munich – specially tailored to the needs of Mercedes-Benz. This team will act as a service provider to Marketing's newly created "Media and Content House". Its task will be to create brand- and product-specific content for Mercedes-Benz's various platforms. It will be set up by a high-calibre team of editors led by Dr Dominik Wichmann. Wichmann, who for many years was in charge of the magazine at Süddeutsche Zeitung and Stern magazine, will carry out these tasks in addition to his role as adviser and moderator for the DLD Innovation Conference at Hubert Burda Media.
The starting portfolio of the "Media and Content House" also includes the Mercedes magazine family. In addition, the editorial creation and coordination of digital content for Mercedes-Benz websites, Mercedes me platforms and Mercedes-Benz social media channels will be gradually integrated into the portfolio. The "Media and Content House" will guarantee the optimal strategic coordination of all digital content and channels around the world.
"The cross-channel bundling of all editorial content is the next logical step in our global marketing offensive. Especially against the backdrop of growing digitalisation, we aim to globally bundle and harness all brand themes and content within a central editorial team. This move represents a systematic continuation of our strategy of building high-calibre service providers that work exclusively for the brand, such as the Antoni agency and the digital service provider Cinteo, who in terms of structure and human resources are capable of responding to the needs of Mercedes-Benz in a speedy and tailor-made manner," says Dr Jens Thiemer, Head of Marketing at Mercedes-Benz Cars.
At the Global Communications department of Daimler AG, the internal editorial team will also be expanded to take account of the growing importance of "owned media". "Our customers distinguish between good and less good content - not between channels or departments. So we're building an effective editorial network in close coordination between Marketing and Communications. The objective is to use both external and internal editorial expertise to create relevant content for our own channels," says Jörg Howe, Head of Global Communications at Daimler AG.