ISUZU SHIFTS AD BUDGET; DOWNGRADES 'JOE ISUZU'

Dealership Groups To Get More Promotional Money

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NEW YORK (AdAge.com) -- American Isuzu Motors, Cerritos, Calif., said it will shift as much as 10% of its $40 million national ad budget to dealership advertising associations to take advantage of lower local media costs, Automotive News reported.

Isuzu also said it

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will play down the role of ad pitchman Joe Isuzu.

Total 2002 spending for national and regional ads will be down slightly from 2001, the company said.

Omnicom Group's Goodby, Silverstein & Partners, San Francisco, handles Isuzu, which is 49% owned by General Motors Corp.

The media shift follows the assignment of Isuzu's media buying and planning to GM media agencies Bcom3 Group's GM Planworks, Detroit, and Interpublic Group of cos.' GM MediaWorks, Warren, Mich., from Havas Advertising's MPG, New York.  

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