American Suzuki Sets Priorities

Details have emerged in American Suzuki Motor Corp.’s search for a new regional agency for its southern and western markets.

Kerry Graeber, associate director of brand marketing and advertising at the Brea, Calif.-based client, said the budget for both regions is $5-10 million annually.

“We’re looking for dealer-focused and heavily retail-focused advertising,” Graeber said. “We’re not looking to change the brand or national advertising.”

Responsibilities would include marketing for both Suzuki motorcycles and all-terrain vehicles.

Currently, Colby Effler & Partners in Santa Monica, Calif., does national advertising while Quarry Communications of Dallas handles regional work. Of the latter, said Graeber, “the current business is not being met.”

Suzuki’s western region includes 15 states from Alaska and California to New Mexico and Kansas. The southern region encompasses 14 states ranging, north to south, from North Carolina to Florida and west to Texas.

Suzuki would ideally want a single agency with offices in both regions, but it would also consider hiring separate shops for each territory, Graeber said.

A decision is expected by November.