Auto Parts Supplier Visteon Shifts $7 Mil. Account

Visteon Corp., one of the world’s largest manufacturers of original automotive equipment, has moved its ad account from Young & Rubicam to 3-year-old agency Duffey, Petrosky & Co. following a review.

Y&R’s Dearborn, Mich., office unsuccessfully defended the estimated $7 million account, which was one of its largest after its cornerstone Lincoln Mercury business was shifted to Y&R’s Irvine, Calif., office two years ago. Several other undisclosed agencies also participated in the review.

The account includes all North American advertising and other marketing communication programs in the region, primarily business-to-business, said Joe Petrosky, a partner in Duffey, Petrosky & Co. The Southfield, Mich., agency takes over as agency of record on Jan. 1.

Visteon, based in Dearborn, Mich., was owned by Ford Motor Co. (of which Lincoln Mercury is a division) until June, when it was spun off. Duffy, Petrosky & Co. has worked on major portions of market strategy and creative work for Visteon’s Global Aftermarket Operations division.

“That’s what makes the win especially satisfying,” Petrosky said.

Visteon is now the largest account for DP & Co., which opened its Detroit-area office in March 1997. Principals include Petrosky, who has worked on Ford business going back 20 years to his previous agency, A.R. Brasch Marketing, and Bruce Duffey, former creative director at DDB Needham in Chicago and Detroit and D’Arcy Masius Benton & Bowles in St. Louis.

The agency has grown to more than 50 employees in three divisions: DP & Co., DP Data and DP Direct. The agency’s other clients include Kmart Corp., Volvo, Champion-ship Auto Racing Teams, SelectCare, St. John Health System and the Major League Baseball Hall of Fame.

Visteon supplies “consumer-driven” technology items to automotive manufacturers worldwide. The company has 81,000 employees at more than 130 facilities located in 23 countries.