Chevy Bypasses B.A.

By Tanya Gazdik

DETROIT–B.A. Advertising, Dallas, came up short in its pursuit of Chevrolet’s Iowa Area Marketing Group’s $8 million account, which was awarded to Graham Advertising in Colorado Springs, Colo.

Graham beat out B.A.; J.W. Messner in Grand Rapids, Mich.; Strong Automotive Merchandising in Birmingham, Ala.; and Kragie/Newell in Des Moines, Iowa.

Only one Chevy dealer ad account remains up for grabs–the Chicago area–following agency selections by two more Area Marketing Groups.

J.W. Messner was awarded its 11th Chevy dealer business last week, capturing the $10-12 million St. Paul/Minneapolis AMG account, edging out Campbell-Ewald Advertising, Warren, Mich.; DeMaine Vickers & Associates, Alexandria, Va.; and Strong. Before the AMGs were formed by combining smaller Dealer Marketing Groups, Chevrolet national agency Campbell-Ewald had much of that area’s business.

Messner has captured the majority of the $300 million in Chevy dealer business thus far, winning 11 of the 26 reviews. Before the review process began early this year, Messner had 40 Dealer Marketing Groups. The 11 AMGs include about 80 DMGs. Agency president Jim Messner said his billings have grown about 50 percent.

The agency plans to open an office in the St. Paul/Minneapolis area to service the new account.

The $4 million Northern AMG Rocky Mountain region, which includes Montana, Wyoming and the western halves of North Dakota and South Dakota, was awarded to Kragie/Newell, which competed against Graham, Strong and Campbell-Ewald.

Copyright ASM Communications, Inc. (1997) ALL RIGHTS RESERVED