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Case
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Reference no. M-1018-E
Subject category: Marketing
Authors: Juan Manuel De Toro (IESE Business School); X Oliver (IESE Business School)
Published by: IESE Business School
Originally published in: 2004
Version: February 2012
Length: 19 pages
Data source: Generalised experience
Topics: Brands; Marketing; Advertising
Share a link: https://casecent.re/p/9755
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Abstract

The strategic alliance between Mercedes Benz and Swatch gave rise to a project to launch a revolutionary new two-seater 'Smart' car. The case presents the need to develop a creative brief for the advertising agencies tendering for the contract.
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Abstract

The strategic alliance between Mercedes Benz and Swatch gave rise to a project to launch a revolutionary new two-seater 'Smart' car. The case presents the need to develop a creative brief for the advertising agencies tendering for the contract.

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