RICHMOND HILL, ON, June 21 /CNW/ - Mazda North American Operations (MNAO) today announced that, after an extensive agency review, it is in contract negotiations with WPP Group plc to become its full-service marketing communications partner.
"We were privileged to have had an opportunity to have in-depth discussions with, and presentations from, some of the world's finest marketing communications agencies, including Doner, our marketing partner since 1997," said Don Romano, MNAO's Chief Marketing Officer and President of Mazda Canada Inc.
"We have had a very successful relationship with Doner," Romano added. "In fact, Doner helped create our global Zoom-Zoom brand positioning a decade ago, which we have no plans to change. But as a result of our review, we felt that a new marketing communications partner would assist us in achieving our growth plans domestically and globally."
Jim O'Sullivan, MNAO President & CEO, said, "We undertook an agency review as a process check, to ensure our company is properly positioned for substantial growth in North America as well as globally. While each one of the agencies we interviewed had unique qualifications, WPP has the broadest set of assets that best fit Mazda's global needs. I'm extremely confident that WPP can take Mazda to the next level."
WPP, which has been Mazda Motor Europe's marketing partner for more than 12 years, will be responsible for providing marketing and communications support to MNAO's U.S., Canadian and Mexican operations, and will bring a global perspective to the company's North American marketing communications. For the first time, MNAO's marketing communications will be directed by a common agency.
Mazda Canada Inc. is responsible for the sales and marketing, customer service and parts support of Mazda vehicles in Canada. Headquartered in Richmond Hill, Ontario, Mazda Canada has a nationwide network of 167 dealerships. For additional information visit Mazda Canada's media website at www.media.mazda.ca