According to Mazda Dealers Manchester, Mazda just announced that it will make WPP Group their full-service advertising agency, and will severe ties with Doner. Doner has been the automaker’s agency for more than a decade, and helped cultivate Mazda’s “Zoom Zoom” image.
The announcement dealt a huge blow to Doner, one of the largest independent advertising agencies in the world. Mazda was by far the agency’s largest account. No specific reasons were cited for dropping Doner, but Mazda did specify that it wanted “to go in a new direction.”
“While each one of the agencies we interviewed had unique qualifications, WPP has the broadest set of assets that best fit Mazda’s global needs,” said Jim O’Sullivan, Mazda’s North America chief executive. “I’m extremely confident that WPP can take Mazda to the next level.”
Mazda’s” Zoom Zoom” tagline was developed to describe the “emotion of motion” that the automaker claims is inherent in its cars. Even despite the agency change, Mazda plans to continue using the tagline, which has spread from North America to other markets around the world.
According to Mazda Dealer IN, Mazda spent $152 million on measured media in the U.S. last year, according to Kantar Media, down from $245.5 million in 2008.
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