Magazine article Marketing

Mazda Outsources [Pounds Sterling]1m Work for Key Launches. (Direct)

Magazine article Marketing

Mazda Outsources [Pounds Sterling]1m Work for Key Launches. (Direct)

Article excerpt

Japanese car manufacturer Mazda is reviewing its [pounds sterling]1m direct marketing business in reversal of the company's tradition of handling DM in-house.

Mazda has invited Harrison Troughton Wunderman, Joshua, Black Cat and AGA to pitch for the account with a brief to promote key model launches in 2002 and 2003.

The review is being headed by Mazda UK marketing director Rob Lindley, who joined the firm in August from Ford Motor Company, and customer relationship management manager Michael Davey.

It has been triggered by the establishment of Mazda UK, a subsidiary of Mazda Japan which has been taken over distribution of Mazda in the UK from importer MCL.

MCL used in-house marketing services agency Amethyst to handle data and creative direct marketing work for Mazda.

Amethyst will be retained on the data side to manage Mazda's UK CRM database, Adapt.

The four agencies are being asked to present ideas for strategic and creative development for Mazda as it prepares for the launch next year of the Mazda 6, a family car that will compete with the Nissan Vectra and the Ford Mondeo. …

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