MAZDA GOES WITH ONE AGENCY FOR NORTH AMERICA
By Adnews Staff
Mazda North American Operations of Irvine, California has given its account to W.B. Doner of Southfield, Michigan. The agency was hired recently after a competition with Ogilvy & Mather of New York and GSD&M of Austin, Texas. "W.B Doner demonstrated to us . . . that they had the ideas and firepower to get Mazda the share of voice that we want and need to succeed in the highly competitive North American market," president and CEO Richard Beattie says in a release. The incumbent on the business is Foote, Cone & Belding of Chicago. The agency resigned the account earlier this year after its holding company, True North Communications of Chicago, bought U.S.-based Bozell Jacobs Kenyon & Eckhardt, a Chrysler Corp. agency. In Canada, Dome/FCB of Vancouver handled advertising for Mazda Canada. The agency is shutting its doors at the end of the year because of the loss of the Mazda business, which was its main account. FCB's Toronto office also did some work for Mazda in Canada, but it hasn't done so in some time.