GSA Daily Staff Report
Published March 5, 2010

Cargo, a Greenville-based adverting firm, has been selected as the official agency-of-record for Daimler Vans USA, a subsidiary of Mercedes-Benz USA, which markets Mercedes-Benz Sprinter and Freightliner Sprinter vans.

Sprinter vans are light commercial vehicles with a wide variety of passenger and cargo uses and are one of the fastest growing segments of commercial transportation worldwide. Mercedes-Benz Sprinter is the market share leader in Europe with more than 1 million sold worldwide since its launch in 1995.

The Sprinter van line includes two separate brands: Mercedes-Benz Sprinter and Freightliner Sprinter. Cargo is handling both brands. 

Mercedes-Benz USA Sprinter Brand Manager Antje Williams said Cargo won the business for its ability to most effectively integrate creativity and technology for a seamless brand experience.

“Cargo demonstrated a unique ability to effectively engage our brand across a broad spectrum of dealer, customer and end user influencers,” said Williams. “They also demonstrated a system whereby they can execute work in the critically precise and efficient manner that is synonymous with the Mercedes-Benz brand name.”

Since last October, Mercedes-Benz USA has been preparing for the U.S. launch of the Mercedes-Benz Sprinter line and the re-launch of the Freightliner Sprinter line, both of which occurred last month. Cargo created and launched new Web sites, product literature, online and SEM campaigns, and national print advertising campaigns for both brands.

“I am extremely proud of our team for delivering on the brand promise for which Daimler Vans USA hired us – for being technologically intuitive creatives with a smart, nimble approach to business,” Cargo partner and co-founder Dan Gliatta said. “The sales and marketing landscape of Sprinter vans is evolving rapidly, so our primary job is to stay three steps ahead of end users, customers and dealers to constantly provide them with better tools of engagement.”

As agency-of-record, Cargo is responsible for all aspects of brand marketing for the Mercedes-Benz and Freightliner Sprinter brands, including strategic planning; brand positioning; interactive design, development, optimization and hosting; SEM/SEO; product literature; advertising; media planning and buying; brand analytics; and tradeshow management and marketing.