Motorcorp picks new agency post-Publicis Mojo liquidation
Motorcorp group general manager James Yates says Motorcorp only found out Publicis was going under when another agency approached him looking to take over the account.
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Motorcorp has appointed indie agency Federation to work on its Volvo and Renault brands.
The car company decided to put the account to pitch after the Publicis Mojo liquidation late last year.
Motorcorp group general manager James Yates says the company only found out Publicis was going under when another agency approached him hoping to take over the account.
Mr Yates told NBR ONLINE Motorcorp worked with agency Joy but decided not to continue after reviewing the agency's creative line-up.
“Early in the new year, once we realised what Joy had on offer, we decided to pitch.”
Mr Yates says Federation came out on top of two other agencies, which he declined to name.
The car company boss says Federation impressed him with good database management, which is a focus for this year.
Mr Yates is hoping for further growth in the competitive car market.
“The market grew heavily last year and we’re hoping it can grow further. There are more products and ranges nowadays – in the SUV segment in particular.”
Federation founder Sharon Henderson says the appointment is a great win for Federation.
“The car market is due for a shake-up and we’re looking forward to giving European car buyers a whole lot more to think about.”
Motorcorp’s Jaguar and Landrover brands will remain with BIG communications. The company also retains media buyers Total Media.
Rumours of agency switches amongst the car companies have spread, as across the ditch both Holden and Mitsubishi are said to be shopping around.
However Holden NZ general marketing manager Marnie Samphier told NBR ONLINE last month the account would stick with Ogilvy.
Mitsubishi Motors NZ head of sales and marketing Daniel Cook says the company enjoys its nine year relationship with Clemenger BBDO.
Mr Cook says he has no plans to pitch the account.
Victoria Young
Thu, 14 Feb 2013
Thu, 14 Feb 2013
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Motorcorp picks new agency post-Publicis Mojo liquidation
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