ad agencies maintain accounts after reshuffling in auto marketing
27, 2013) As the automotive industry drives beyond the final days of the
economy's financial difficulties, attention has turned to re-vitalizing
marketing strategies. So far, African-American advertising agencies have
been given a vote of confidence to continue with their creative
assignments as two of the industry's leaders reshuffle their accounts.
American Honda announced that following a comprehensive review of its
advertising and media accounts it's selected a team structure and more
collaborative creative approach. Muse Communications will continue to
handle that African-American targeted creative, as well as work for the
Asian consumer market. Muse will be teamed with the RPA, Mullen, Orci
and MediaVest under the new framework.
General Motors has re-assigned two of its brands. Goodby, Silverstein &
Partners is out as lead agency for Chevy, replaced by Interpublic's
McCann Worldgroup. Cadillac, GM's luxury brand, is under review.
Industry watchers expect the brand to be assigned to Campbell-Ewald,
Chevy's former agency.
The Carol H. Williams Advertising agency will continue its creative work
on the Buick and GMC brands.
It's not clear how these strategy changes will impact media buying
decisions by the automakers with black media. According to the latest
Buying Power of Black America report, auto companies had $97.9 million
in ad expenditures in black media in 2011. General Motors spent $19.2 in
measured black media, and Honda had $4.3 million in ads.
The total spent in 2011 by Bblack households on new cars was $11.0
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