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Mercedes-Benz Canada hires Segal Communications

Mercedes-Benz Canada of Toronto has retained Segal Communications as the experiential and promotional agency of record for its Smart Canada division. Segal will develop promotional programs for the division, include support for the brand’s association with the film “The Da Vinci Code” and the Fashion Cares fundraiser for HIV/AIDS research. The car maker selected the agency in a review that began in January. An unknown number of additional firms were also considered. “We were thoroughly impressed with Segal's fresh and innovative approach to our business objectives and more specifically, to the strategic role that our product plays in communicating our core brand values,” said Richard Trevisan, manager of Smart Canada. “Their passion for our product and intricate understanding of our goals made them a clear frontrunner from the start.” Segal will be working in conjunction with Foxx Advertising and VMC Media to promote the brand. Segal is a subsidiary of Draft Worldwide.

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