CHICAGO – The southeast zone Cadillac dealer marketing association dumped its local ad shop last week and moved its $5-million account to Eisaman, Johns & Laws Advertising/Chicago without calling a formal review or considering other agencies for the business.
Known as the Cadillac Dealers of the South, the dealers had been unhappy and dissatisfied with its agency of one year, Fahlgren Martin/Atlanta, according to Roy Rutherford, Southeast assistant zone manager.
‘There was intense displeasure on the part of the dealers with (Fahlgren Martin’s) creative concepts and the costs associated with them,’ Rutherford said. ‘We’ve been charged with increasing our market share down here and need good creative and good (media) buys. The dealers wanted more bang for their bucks.’
Falghren Martin officials claim they resigned the account. ‘The decision to resign the account was based on problems relative to compensation, as well as differences regarding marketing and creative strategy,’ said Ralph Thompson, president/cco of Fahlgren Martin. ‘This resignation enables us to de vote our resources to new business, which will result in continued growth.’
Rutherford said that Eisaman was asked to make a credentials presentation to the dealers based on their experience with other Cadillac dealer groups. EJ&L currently has responsibility for the Midwest zone and parts of the Los Angeles zone, which includes approximates 400 dealers.
‘Eisaman presented its work . . . the work they’ve done for other Cadillac dealers and told us what they would do for us and it was love at first sight,’ Rutherford said. ‘We would have considered a review, but after that presentation, we didn’t need one.’
The Southeast zone includes approximately 300 dealers in eight states. Alabama, Tennessee, Georgia, Mississippi, North and South Carolina and portions of Florida and Arkansas. EJ&L will post about $14 million in 1993 billings on the Cadillac account.
Copyright Adweek L.P. (1993)
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