LOS ANGELES Mazda USA has wrapped an audit of its advertising account and plans to remain with its creative and media agency, according to client vice president of marketing Don Romano.
Mazda spent $265 million advertising in 2004 and $180 million through September 2005, per Nielsen Monitor-Plus.
Despite the need to correct media mixes in three of the top 30 markets by year end, and further disillusionment with television as a medium, the automaker will retain independent Doner of Southfield, Mich., Romano said.
“If there was a major problem [with Doner], we wouldn’t continue to do business,” said Romano at Mazda in Irvine, Calif.
He said the review started six months ago at the behest of Mazda parent Ford Motor Co. and that the findings would be incorporated into next year’s media plan. The audit covered everything from media strategy, planning and buying to how efficiently the agency assigned its manpower and delivered campaigns on time and on budget.
Romano said that Michael Farmer, CEO of Farmer & Co. in New York, led the audit, subcontracting MMI of St. Louis. He declined to reveal details, but indicated that Doner’s creative department received an exceptional “gold standard” rating.
Romano termed the overall media grade as “good.”
“The main issue, unlike creative, since we had gone to a heavier spot-market strategy, was whether the overall media and planning had met our expectations. In some areas, we needed improvement,” Romano said.
He said that all aspects, including the relationship of local dealers to national spot consumption, needed to be re-evaluated.
“We’ve determined that there needs to be greater continuity throughout our program, and that will mean working with dealers, in many cases,” Romano said. “One of the things we found is that TV is not giving us nearly the pull that it has in the past.”
Romano said “a decline in television ratings and effectiveness at reaching our target” would require “more effective balancing of television with promotional and alternative marketing as well as online.” He said that the overall marketing budget is expected to grow, but “in areas that better target our market. We still feel that broadcast plays an important role.”
“We are always interested in improving ourselves,” said Tim Blett, president of Doner’s Newport Beach, Calif., office. “Evaluation was to make sure that we are at the top of our game in effectiveness and efficiency. We got a ‘gold standard’ for creative and ‘excellent’ for media, so we are happy with the results. But we’re always looking for continuous ways to improve.”
Still, Blett said that Doner anticipates “a significant change because it is going to become more targeted and relevant to the intended buyer. Mazda has only one target, based on basic psychographic principles—need for self-expression, young at heart, love to drive. But at different life stages they consume media in different ways.” Blett said “a new and evolved media model” would be implemented by the first quarter.
He added that an Alison Fisher automotive-tracking study reported that Mazda’s “Zoom zoom” slogan recall has passed Volkswagen’s “Driver’s wanted” atop all automotive brands. “We took the number one spot in 40 percent less time [than VW] and with half the media investment,” Blett said.
Doner Passes Automaker's Audit
