SIX AGENCIES BATTLE FOR MAZDA BUSINESS
By Adnews Staff
Six agencies are vying for the $240 million(US) Mazda Motor of America account. Included on the short list are: Ogilvy & Mather and Deutsch, both of New York, Dailey & Associates of Los Angeles and GSD&M of Austin, Texas. The incumbent on the U.S. account is Foot, Cone & Belding's Santa Ana office. The agency had to resign the business when its holding company, True North Communications, bought Bozell, Jacobs, Kenyon & Eckhardt, a Chrysler Corp. agency. The review will likely affect Canada, but its too early to say how, Mazda Canada corporate and public relations director Greg Young told Adnews yesterday. Currently, FCB Canada handles Canadian advertising for Mazda. True North also owns Bozell Worldwide of Toronto, but FCB and Bozell operate independently in Canada.