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Suissa Miller wins Acura

Published on .

American Honda Motor Co.'s Acura division Monday night named dark horse Suissa Miller, Santa Monica, Calif., to handle its $100 million account.

Ad chief Eric Conn on Tuesday said there was "no clear winner" among four finalists in the review committee's early deliberations, but that over time the group came to Suissa as a unanimous choice. Mr. Conn cited the brand-building experience of P&G veterans and agency owners David Suissa and Bruce Miller and the fact that Acura will be dealing directly with agency principals.

The 11-year-old agency's clients include Andrew Jergens Co., Hunt Foods and Dole Fresh Vegetables, and the agency has been gaining increased attention in Los Angeles. But the choice stunned executives at the three better-known contenders, incumbent Fathom, Los Angeles, and Rubin Postaer & Associates and Deutsch, both Santa Monica.

Mr. Conn said American Honda in the first quarter expects to resume an evaluation of media buying that was tabled during the Acura review. Western International Media Corp. now has an in: Western, Suissa's buying service, will handle Acura media on an interim basis; RPA handles the Honda division.

Hiring a media service has been "one of the possibilities," and Suissa's experience with a service "may help our analysis even further," Mr. Conn said.

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