Mazda North American Operations names WPP's 'Team Mazda' AOR

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Mazda North American Operations named WPP Group's “Team Mazda” agency collaboration its AOR on October 14, replacing Doner Advertising. The work includes direct mail, Internet efforts and on-site events where promotional materials are distributed.

Team Mazda will be headquartered in Irvine, CA. Financial terms of the contract were not disclosed.

David Latta, managing director, and Harvey Marco, executive creative officer, will lead Team Mazda.

Jeremy Barnes, director of product corporate communications at MNAO, said WPP will handle data collection for re-targeting and regular database updates as a part of its direct marketing programs. He declined to name the specific agencies working on the account.

Incumbent Doner Advertising, which had been the company's AOR since 1998, did pitch for the bid in a process that began a year ago.

MNAO enlisted the help of a recruiting firm, Boston-based Pile & Company, to bring in agencies throughout the bidding process. Barnes declined to name them, or specify how many participated.

Barnes said the business was put up for review as a matter of normal course.

“We regularly review our agencies and partners to ensure the best quality of work at an affordable price,” he said. “WPP was selected on its scope of work, reach and its ability to look at Mazda on a global basis.”

Barnes added that several WPP agencies have already managed some of its European efforts.

Team Mazda's first order of business will be to create marketing and communications for the launch of the Mazda 5 car, which will debut in spring 2011, said Barnes.

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