Magazine article Marketing

Ayer Resolves Conflict with Seat Shuffle

Magazine article Marketing

Ayer Resolves Conflict with Seat Shuffle

Article excerpt

Ayer resolves conflict with Seat shuffle

David Dodd, chairman for Ayer Europe, has moved the 4m [Pounds] Seat UK account from sister agency NWA to Ayer London.

Seat is planning a 2m-plus [Pounds] press campaign from May to December, which it describes as its most important UK campaign ever.

The motor company said the move of agency was always on the cards, though it has taken 18 months to finally happen.

Last week the Fiat dealerships account worth 7m [Pounds] had been forced out of the agency and into Yellow-hammer, triggering a spate of redundancies at Ayer.

Seat appointed Ayer International to handle its European business in October 1988 - just one month after Ayer London won the Fiat dealership account.

To avoid conflict in the UK, Ayer set up the NWA agency purposely to service Seat UK. However, Seat UK managing director Alan Priest, says it was an arrangement that was "always seen as temporary".

"Seat is our number one account in Europe," Dodd says now. …

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