Subaru Shifts Digital to Carmichael Lynch

NEW YORK Subaru of America has shifted its digital account from R/GA to fellow Interpublic Group shop Carmichael Lynch.

The move was part of an account consolidation that will add online advertising — including search and Web development — to Carmichael’s existing ad duties, which include brand and retail work, as well as media planning and buying.

R/GA worked with Subaru for nearly four years. Sources said the account brought in less than $5 million of revenue.

Carmichael Lynch handles digital work for several brands, including Harley-Davidson and Discover Boating.

“Within the automotive category, Subaru’s customers are among the most Web savvy,” John Colasanti, CEO of Carmichael Lynch, said in a statement. “We’re excited to weave digital strategy and execution into Subaru’s overall brand campaign.”

Subaru represented an early example of R/GA branching beyond Web work into strategic planning. Two years ago, it won a strategy assignment from Subaru, planning a Web and direct mail campaign for the WRX STI, a limited-edition performance car. It also recast and helped launch the B9 Tribeca SUV on the Web.

“In the three-plus years that we’ve worked together, R/GA has helped Subaru significantly increase their presence in the digital space by developing groundbreaking work for the client,” R/GA said in a statement. “Subaru has decided to consolidate its business with one agency. We wish them well.”

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