Subaru Moves Digital Account to Carmichael Lynch

Automaker Consolidates Ad Efforts at Single Agency

By Published on .

DETROIT (AdAge.com) -- Subaru of America is moving its digital account from one of the industry's hottest specialists, R/GA, to its Interpublic Group of Cos. sibling, Carmichael Lynch, Minneapolis.

The business moved without a review and was part of a consolidation. Subaru had no issues with R/GA, a spokesman for the automaker said, noting that it makes sense to have the entire account in one place. Subaru handed Carmichael Lynch its estimated $150 million national media and creative account without a review last fall.

The spokesman said Carmichael Lynch wasn't equipped to handle the digital account a year ago, but it is now.

Subaru spent $1 million in online advertising in the first quarter of 2008 and $2 million in all of 2007, according to TNS Media Intelligence, though the account encompasses more than only internet buying. The Subaru spokesman said the automaker plans to increase its digital presence, though he declined to be more specific.

"Within the automotive category, Subaru's customers are among the most web-savvy," said John Colasanti, CEO, Carmichael Lynch. "We're excited to weave digital strategy and execution into Subaru's overall brand campaign."
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