‘Icing on the Cake’: GSD&M Awarded Land Rover

$30-40 Mil. Business Marks Texas Shop’s 1st Car Account
DALLAS–GSD&M has won the $30-40 million ad account for Land Rover North America.
“This is our first car account, and for us it’s been a lifelong dream,” said shop president Roy Spence. “I don’t know why this is, but coming from a national perspective, you make yourself national with a car account. We’ve played in the national arena for years, but this puts the icing on the cake.”
GSD&M came close in 1997 as the runner-up for the $240 million Mazda North American account. But Land Rover may provide an even better cultural fit with the agency. Said Spence, “This brand’s got so much character it’s going to be an incredible creative opportunity.”
The Austin, Texas-based agency learned of its triumph last Friday when a Land Rover Defender drove up the front steps of the agency’s Idea City headquarters, where Spence gave a victory speech to cheering employees.
Other finalists in the review were Crispin Porter & Bogusky, Miami, and Kirshenbaum Bond & Partners, New York. Land Rover’s agency of 13 years, Grace & Rothschild, New York, did not participate in the review.
GSD&M was the first contender to pitch during full-blown creative presentations on Wednesday and Thursday last week. Agencies were each asked to propose an overall brand identity, plus supply positioning for each of three brands: Range Rover,
Discovery and the new Freelander, to be introduced later this year.
GSD&M has won about $200 million in new business this year and is currently involved in pitches for Charles Schwab & Co., as well as for the media businesses of the U.S. Army and U.S. Postal Service. K