• WedgeWEDGE 1 — NEW CEO PITCH WINDOW (HIGHEST PRIORITY): Mark Raine became CEO Sep 1, 2025. The vendor-review window is open RIGHT NOW (May 2026 = month 8 of tenure). WPP should pitch a 90-day brand-audit / market-entry-refresh consulting engagement (Ogilvy Consulting, Landor brand-architecture audit) framed as 'fresh eyes for the new CEO's first year' — a non-AOR-threatening scope that opens the door for deeper conversations. This is the highest-leverage move on the account.
• WhyPITCH TRIGGER #1 — CEO transition: Mark Raine became President & CEO Sep 1, 2025 (only ~8 months ago as of May 2026). New CEOs at luxury auto subsidiaries typically run a vendor review in months 6-18. The window is OPEN RIGHT NOW. This is the single highest-leverage pitch trigger in the account.
• WhoMark Raine · President & CEO Mercedes-Benz Taiwan (since Sep 1, 2025) — FINAL DECISION-MAKER. The pitch motion has to reach him within the months-6-18 review window. NOW.

1. W1WEDGE 1 — NEW CEO PITCH WINDOW (HIGHEST PRIORITY): Mark Raine became CEO Sep 1, 2025. The vendor-review window is open RIGHT NOW (May 2026 = month 8 of tenure). WPP should pitch a 90-day brand-audit / market-entry-refresh consulting engagement (Ogilvy Consulting, Landor brand-architecture audit) framed as 'fresh eyes for the new CEO's first year' — a non-AOR-threatening scope that opens the door for deeper conversations. This is the highest-leverage move on the account.
2. W2WEDGE 2 — Local creative carve-out: If Ogilvy & Mather Taipei retains Mercedes scope post-Team-X (Ogilvy is WPP), the WPP question is internal: how does WPP defend and expand Ogilvy Taipei's existing scope against Omnicom Team X consolidation pressure? If Ogilvy has LOST scope post-2022, the wedge is to re-pitch the Taiwan-localization layer.
3. W3WEDGE 3 — Dealer co-marketing pitch (BYPASSES OMNICOM): 中華賓士 (CMC, sister to 2204) and other dealers run separate co-marketing budgets that are OUTSIDE the global Omnicom Team X scope. WPP Taiwan agencies can pitch dealer-direct retail co-marketing scope. 中華賓士 in particular is bundled with Yulon Group / China Motor (2204) accounts — relationship-bundleable.
4. W4WEDGE 4 — Experiential / event AOR: Star Experience customer events, AMG track-day series, golf tournament activation, fashion-week tie-ins are rotating project work. VML, Wavemaker experiential, Hogarth production are credible scope contenders without threatening the brand AOR.
5. W5WEDGE 5 — EV-launch / EQ subbrand specialism: Mercedes-EQ (EQS, EQE, EQB) Taiwan launch is the strategic priority — 25% EV growth in 2024 sustains the investment thesis. WPP can pitch an EV-specialist sub-scope (EV-buyer-journey, charging-infrastructure-partnership-marketing, owner-app integration) as additive to Team X.
6. W6WEDGE 6 — Taiwan-cultural local insight: Premium auto in Taiwan has specific cultural moments — Lunar New Year gifting (S-Class as the chairman-gift category), Mid-Autumn corporate gifting, Father's Day / Mother's Day family-luxury positioning, end-of-year tax-incentive purchase cycles. WPP TW-native shops can pitch project work around these moments.
7. W7WEDGE 7 — B2B / corporate-fleet: S-Class and E-Class corporate sales (banks, FHCs, tech executives) is a B2B-marketing scope that consumer-creative Team X may underserve. WPP B2B specialists can pitch a discrete fleet / corporate-sales scope.

• PITCH TRIGGER #1 — CEO transition: Mark Raine became President & CEO Sep 1, 2025 (only ~8 months ago as of May 2026). New CEOs at luxury auto subsidiaries typically run a vendor review in months 6-18. The window is OPEN RIGHT NOW. This is the single highest-leverage pitch trigger in the account.
• STRUCTURAL HEADWIND #1 — Mercedes-Benz globally consolidated marketing into Omnicom's Team X (launched Jan 2022). Team X = OMD (media) + Merkley & Partners (US creative) + BBDO China (China creative) + dedicated global ops. Taiwan sits inside this global Omnicom structure — meaning a creative-AOR raid means raiding Omnicom globally, which is implausible.
• OPENING #1 — Taiwan localization layer is historically Ogilvy & Mather Taipei (confirmed via 2010 case study). Post-Team X consolidation (2022) status of Ogilvy Taipei scope is unverified. If Ogilvy Taipei retains a Taiwan project / localization scope, that's WPP-internal (Ogilvy is WPP) — and the friction is intra-WPP not a competitive raid.
• OPENING #2 — The Taiwan media-buying execution is presumably OMD Taiwan (under global Team X / OMD assignment). OMD Taiwan delivers but Taiwan-specific media planning may have local-relationship gaps that a WPP Media (GroupM) pitch can credibly address — particularly Mandarin-language premium publishing and Taiwan digital ecosystem (LINE, Dcard, PTT).
• OPENING #3 — Dealer co-marketing layer is COMPLETELY OUTSIDE Team X scope. 中華賓士 (CMC Motors), 台隆賓士, 盛尚, 賓陽 each run separate retail co-funded promotions. Dealer-marketing agency is a discrete pitch wedge.
• OPENING #4 — Experiential / event marketing (Star Experience, AMG track days, owner-loyalty events) is rotating-agency project work, not AOR. WPP experiential capability (VML, Wavemaker experiential, Hogarth production) is a credible scope wedge.
• Counter-signal: Mercedes-Benz's 2024 Taiwan growth was strong — double-digit overall, 25% EV. Strong performance creates less pressure for vendor change. The CEO transition is the trigger, NOT performance dissatisfaction.
• Counter-signal: Team X (Omnicom) globally still ranks #2 for new business 2024 — the Omnicom relationship is strong at parent-level. Local-Taiwan-only pitch would need explicit headquarters approval (Stuttgart) for a carve-out.

• Mark RainePresident & CEO, Mercedes-Benz Taiwan

  since September 1, 2025

  New CEO effective Sep 1 2025 — succeeded Eun Choong Kim (who returned to Mercedes-Benz Korea as VP Product & Sales). CEO transition in Sep 2025 is the most pitchable trigger event on this account. New CEOs in luxury auto typically review vendor relationships in months 6-18 of tenure. Mark Raine's marketing posture and agency preferences are still being established — diligence on his prior Mercedes role and stated brand priorities is high-value.

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• Eun Choong KimFormer President & CEO, Mercedes-Benz Taiwan (2023-Aug 2025)

  since August 2023 to August 2025

  Korean expatriate. Drove 2024 double-digit growth and 25% EV growth rate. Architected 2024-25 product launches (CLE coupe, G-Class refresh, Mercedes-AMG). Departed to Mercedes-Benz Korea — VP Product & Sales role. His agency relationships are now in transition status.

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• Marketing Director, Mercedes-Benz TaiwanDirector Marketing & Brand Communications

  since unknown

  Day-to-day client for creative + media agencies. Reports to CEO. Owns brand budget across passenger car (S-Class, E-Class, C-Class, EQ EVs, AMG performance) and CLA / GLA entry models. LinkedIn diligence target — likely a Taiwan-national marketing veteran given the role's localization-heavy demands.

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• Mercedes-Benz Taiwan dealer principalsDealer network: 中華賓士 (CMC Motors / China Motor — sister to TWSE 2204), 台隆賓士 (TL Mercedes-Benz), 盛尚 (Sing Shang), 賓陽 (Bin Yang), and others

  since ongoing

  Dealer network in Taiwan is the retail-co-marketing layer. 中華賓士 (CMC Motors) is the largest dealer — a subsidiary of Taiwan-listed China Motor Corp (2204, in roster). Other dealers include TL, Sing Shang, Bin Yang. Each runs co-funded local promotions, owns separate retail-marketing relationships, and represents a discrete project-pitch surface (NOT the brand AOR — but real spend).

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Premium-luxury, globally-consolidated, transition-state. Mercedes-Benz Taiwan operates as a wholly-owned Taiwan subsidiary of Mercedes-Benz Group AG (Stuttgart). Marketing is consolidated globally under Omnicom's Team X (launched Jan 2022) — OMD for media, BBDO Greater China + Merkley & Partners for creative, dedicated Omnicom ops team. Taiwan sits inside this Team X global structure with regional execution via Omnicom Greater China. Historical Taiwan localization creative was handled by Ogilvy & Mather Taipei (confirmed 2010-circa 2020); the post-Team-X status of Ogilvy Taipei scope is unverified — possibly retained as a localization partner, possibly absorbed into Omnicom regional. Total Taiwan ad spend is in the very-high band for an MNC — premium luxury cars have high per-unit margins supporting high marketing investment. Channels heavily weight premium OOH (Xinyi, Da'an, Songshan, airport, premium golf clubs), premium print (商業周刊, 天下, 遠見), in-flight (EVA Premium Laurel Class, CAL), premium digital, and EXPERIENTIAL (Star Experience events, AMG track days, owner-loyalty cultural sponsorship). Dealer network — 中華賓士 (CMC Motors, sister to TWSE 2204), 台隆賓士, 盛尚, 賓陽 — runs separate retail co-funded layers with their own agency relationships. The CRITICAL CURRENT STATE: new CEO Mark Raine (Sep 1, 2025) is in the months-6-18 window typical for luxury auto subsidiary CEO vendor review. The pitch window is open NOW (May 2026 = month 8 of his tenure). This is the most pitch-actionable luxury auto account in Taiwan.

• Mercedes-Benz Taiwan 2024 product portfolio launch wave (CLE, refreshed G-Class, Mercedes-AMG)2024 · Team X (Omnicom global, lead) + presumed Taiwan-specific creative partner (historically Ogilvy & Mather Taipei; current incumbent unverified) · Multi-product launch wave — TVC, OOH, premium digital, dealer co-marketing, EQ launch events, AMG track-day experiences

  Per CEO Eun Choong Kim's 2024 statements, Taiwan Mercedes-Benz achieved double-digit overall growth with 31 vehicle series (28 new or updated), 25% pure-EV growth. 2024 was the peak launch year. Heavy spend concentrated in premium OOH (Xinyi district, Da'an, Songshan), in-flight magazines, premium golf / hotel partnerships.

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• Mercedes-EQ EV launch — Taiwan electrification push2023-2024 · Team X global creative + Taiwan localization · Premium EV showcase events, charging-infrastructure partnerships, premium-magazine print, exclusive owner-experience events

  EQ subbrand (EQS, EQE, EQB) Taiwan launch coincided with 25% EV growth in 2024. Competes directly with BMW i-series (i4, iX), Tesla Model S/X, Porsche Taycan. High-cost premium-experience-led marketing rather than mass-media.

• Mercedes-Benz 'You're really Mercedes' brand campaign2010 · Ogilvy & Mather, Taipei · Branding campaign fighting annual August sales slump

  HISTORICAL REFERENCE — confirmed Ogilvy & Mather Taipei as the Taiwan creative agency at least through 2010. Current AOR status not publicly confirmed. Worth diligencing whether Ogilvy retains the relationship post-Omnicom Team X global consolidation (2021-22).

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• Mercedes-AMG 'Drafting' Taiwan campaign2010s · Ogilvy & Mather, Taipei · AMG performance positioning campaign

  Another historical Ogilvy Taipei credit for AMG sub-brand work. Confirms Ogilvy as the historical creative AOR through the 2010s. Post-2021 Team X consolidation status of the Ogilvy Taiwan scope is unclear — could be intact (most likely), could be folded into Omnicom Team X Asia (BBDO Greater China), or could be split.

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• Star Experience luxury owner eventsongoing 2023-2025 · In-house experiential + dealer co-funded · Track day events at Lihpao Racing Park (Taichung), Mercedes-Benz Fashion Week tie-ins, golf tournament sponsorships, customer-loyalty cultural events

  Experiential is a major spend channel for luxury auto in Taiwan — high-ticket owners expect access to events. Run primarily in-house with rotating experiential agency partners (NOT creative AOR scope).

• Mark RainePresident & CEO Mercedes-Benz Taiwan (since Sep 1, 2025) — FINAL DECISION-MAKER. The pitch motion has to reach him within the months-6-18 review window. NOW.
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• Unknown — Marketing Director, Mercedes-Benz TaiwanDay-to-day client for any agency relationship; gatekeeper for pitches; LinkedIn diligence target
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• Eun Choong Kim (departed)Former CEO — Mark Raine's predecessor; legacy agency relationships expire with his departure. Now at Mercedes-Benz Korea, potential cross-market relationship-mapping node.
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• Omnicom Team X Global Account Director — Mercedes-BenzGlobal incumbent reality; relationship-mapping target only
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• 中華賓士 (CMC Motors) marketing leadershipLargest Mercedes dealer in Taiwan; sister to TWSE 2204 (China Motor); separate dealer-marketing budget; CMC entry point doubles as 2204 cross-sell relationship
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• Mercedes-Benz Group AG Greater China RVP (Beijing/Shanghai)Regional approval layer for Taiwan-only carve-out from Team X global; relevant for any structural pitch
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Do NOT pitch Mercedes-Benz Taiwan as a creative-AOR raid against Omnicom Team X — Team X is the global Mercedes-Benz consolidated agency since 2022, and Taiwan sits inside the global structure. A creative AOR raid is implausible without a global trigger event in Stuttgart. Do NOT ignore the CEO-transition trigger — Mark Raine's Sep 2025 CEO appointment is the SINGLE most actionable signal on this account; missing the months-6-18 review window means losing the open door. Do NOT pitch from Taipei without Stuttgart / Beijing-Shanghai regional alignment — Mercedes-Benz Group regional structure (Greater China, separately HK/MO/TW) governs Taiwan; a Taipei-only pitch lacks regional sign-off pathway. Do NOT compete head-to-head with Omnicom Team X on the global creative scope; instead carve out localization, experiential, dealer co-marketing, EV launch, or B2B scopes that Team X structurally underserves. Do NOT confuse the dealer network with the brand AOR — 中華賓士 (CMC, sister to 2204) and other dealers run separate budgets and agency relationships; pitching them is a different motion than pitching Mercedes-Benz Taiwan corporate. Do NOT use Ogilvy historical-AOR claims unless current AOR status is verified — Ogilvy & Mather Taipei was confirmed creative AOR through circa 2010-2020 but post-2022 Team X consolidation status is unclear. Do NOT propose mass-market creative — Mercedes is luxury-premium and the creative is calibrated to that positioning; any creative idea that 'broadens reach' is positioning-destructive. Do NOT bundle with BMW Taiwan pitches even though both are premium German auto — Mercedes and BMW have very different brand personalities and dealer politics; bundling looks lazy.

• BMW Taiwan (汎德 Pan German Motors, distributor) — DIRECT premium-auto competitor. BMW's Bremen Digital Creative agency relationship and 汎德永業 (TWSE: 2247) listed distributor structure is the most direct comp.
• Lexus Taiwan (Hotai Motor 2207 distributor) — Toyota-group premium; #1 imported luxury in Taiwan by volume historically; Hotai is in roster.
• Audi Taiwan — distributed by 台灣奧迪 (Volkswagen Group Taiwan); 3rd of the German Big 3 luxury triad.
• Porsche Taiwan — premium-performance niche; separate from VW Group distribution; HBL / Pao-tsung etc.
• Volvo Taiwan (國際富豪 Champion Trading distributor) — premium safety positioning; growing share.
• Tesla Taiwan — direct-to-consumer model bypasses traditional distributor; Model 3 / Model Y compete with C-Class / GLC; Model S / Model X with E-Class / EQE
• Lexus / BMW / Audi / Porsche / Volvo are the Big 5 imported premium auto in Taiwan; Mercedes is consistently #1 by revenue with BMW close #2 on volume.
• Domestic auto context: Hotai (2207, Toyota distributor), Yulon (2227), CMC (2204, also operates Mercedes dealer 中華賓士), Sanyang (2206) — Mercedes is segmented well above on price point but shares some media inventory.

• ? What was Mark Raine's prior Mercedes-Benz role and stated brand priorities? Did he run a market that pitched out vendors during his tenure? Critical for predicting the months-6-18 review behavior.
• ? Is Ogilvy & Mather Taipei still the Mercedes-Benz Taiwan creative agency post-2022 Omnicom Team X consolidation? Current AOR status unverified — this is the single most important diligence question.
• ? Does OMD Taiwan handle Mercedes-Benz Taiwan media buying as part of global Team X / OMD assignment, and is there any local execution gap that GroupM can address?
• ? Who is the Marketing Director at Mercedes-Benz Taiwan? Day-to-day client name not surfaced in public search.
• ? What is the dealer-marketing agency structure? 中華賓士 / 台隆賓士 / 盛尚 / 賓陽 — does each have separate agency relationships, or is there a network-level coordination?
• ? What is the experiential / event-marketing agency rotation? Star Experience, AMG track days, Mercedes-Benz Fashion Week tie-ins — which Taiwan shops have credited that work?
• ? Has Mercedes-Benz Taiwan ever publicly disclosed a creative or media pitch in the past 5 years? Trade press signal review needed.
• ? What is the EQ EV-launch agency structure — same as ICE portfolio, or specialist sub-scope? EQ launch may have separate agency briefs.
• ? Is there a Taiwan-specific Mercedes-Benz B2B / corporate-fleet marketing scope, and who handles it?
• ? How does Mercedes-Benz Taiwan's marketing org coordinate with Mercedes-Benz Greater China regional HQ (Beijing/Shanghai) — autonomy level for vendor decisions?