Mazda Makes Its Picks: Credentials Presentation Set for Next Week

Mazda Motor of America has invited a select group of agencies to present credentials next week, said sources.
Ogilvy & Mather in Los Angeles, Deutsch, with offices in New York and Los Angeles, as well as GSD&M in Austin, Texas, are among those invited to pitch the $250 million account, sources said. Two other undisclosed shops are believed to be involved. Sources said one could be W.B. Doner & Co. in Southfield, Mich., which handles some Ford dealer business.
Think New Ideas and Kirshenbaum Bond & Partners, both with East and West Coast offices, and Angotti, Thomas, Hedge, New York are not advancing, sources said.
The evaluation process could be a quick one. Final presentations will take place in mid-October. Sources said contenders will make presentations to four decision makers: Mazda president and chief executive officer Richard Beattie, senior vice president and general manager George McCabe, marketing director Ron Neale and Ford’s director of corporate advertising and integrated marketing, David Ropes.
None of the agencies would comment, nor would the Irvine, Calif.-based client.
The only roster shop involved in the review is Ogilvy in Los Angeles, a global shop for Ford Motor Co., which controls Mazda. Ogilvy executive creative director Bill Stenton came from Ketchum Advertising’s Los Angeles office, where he headed creative work on Acura until he left in 1995.
Separately, the last Mazda campaign from incumbent Foote, Cone & Belding’s San Francisco office is scheduled to break in late September. –with staff reports