"We are very glad to be receiving this eurobest award as ‘Advertiser of the Year’. This is a great honour for our global marketing board members, managing all holistic international advertising campaigns. This award will spur us even more in the future to communicate the fascination of Mercedes-Benz in the most creative and sales-effective way", said Dr Jens Thiemer, Vice President Marketing Mercedes‑Benz Cars. The Festival organisers put their choice down to the "incredibly creative commitment of Mercedes-Benz when it comes to its communications". The "Advertiser of the Year" prize is given annually to European advertisers who have particularly stood out through innovative ideas and creative implementation.

Since it was founded in 1988 the eurobest Festival has been Europe's leading competition for the creative sector and complements the international advertising festival in Cannes. Every year the coveted eurobest awards are given in 18 categories. The prizes were initially awarded annually in London. This changed in 2008, when the purely creative award became a three-day festival with the award ceremony as its highlight. This year the eurobest European Festival of Creativity is being held from 1 to 3 December in Antwerp.