• by Karl Greenberg , Staff Writer, February 11, 2008

Holly Hop, group media drector at Critical Mass, speaking at a panel on social networking as a marketing platform: it's not appropriate for brands with a lot of sub categories. "Mercedes-Benz is a much larger brand for us, with so many subcategories. But does it make sense for Mercedes to target these categories? That's why we stuck close to overarching category, and commononalities, because for larger brands, the efficicny isn't there to speak to 20, 30 , or 100 people."

She says Critical Mass does Mercedes creative media buying and planning, "So we are getting closer to tailoring content, but the amount of work that it would take to speak to these individual groups isn't worth it now."