Malone's Retail Bent Wins Isuzu

Malone Advertising picked up Isuzu’s $15 million account thanks to long memories and short budgets at the automaker.

The Akron, Ohio-based retail-spe cialty agency, which claims $8.5 million in annual revenue, last week replaced Goodby, Sil verstein & Partners on the business without a review. Malone had worked with Isuzu for six months in 1991 as a transition agency between Della Femina McNamee and Goodby.

As the automaker sought solutions for slumping sales this summer, Malone’s work was recalled by executives who dealt with the shop 11 years ago, including Terry Maloney, now president of Isuzu Motors America, the auto’s importer, according to agency president Fred Bidwell and an Isuzu representative.

“They called us,” Bidwell said.