NEW YORK Harley-Davidson's Buell Motorocyle unit has hired MDC's Crispin Porter + Bogusky as its lead agency.
Buell -- which typically spends $500,000-1 million annually on ads, per Nielsen Monitor-Plus -- had previously been with independent Laughlin Constable. That shop handled the business for the past 14 years.
Mark-Hans Richer, CMO and svp at Harley-Davidson, said in a statement: "We view CP+B as a next-level resource we can use to rev up our efforts to build awareness of Buell as the only American sport bike brand."
He also acknowledged Laughlin's long tenure on the brand, saying: "We appreciate their many valuable contributions to the Buell business."
Added shop co-chairman Alex Bogusky (shown at right): "Working on a motorcycle brand is a dream come true for a lot of us at the agency." Crispin, with operations in Miami and Boulder, Colo., is known for its attention-getting and often controversial campaigns for Burger King, Domino's Pizza and, most recently, Old Navy.
IPG's Carmichael Lynch in Minneapolis continues as lead agency for the namesake Harley brand. Ad spending fell to $15 million last year from more than $20 million in 2007, per Nielsen.