Dentsu Loses Remainder of Suzuki America Business to Questus

Motor Company Hands Entire Account to Digital Agency of Record With Focus on Online-Advertising Synergies

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NEW YORK ( -- A San Francisco-based digital shop just grabbed what was left of Dentsu's Suzuki America business. Dentsu lost the majority of the account, the brand's automotive advertising duties, to Siltanen & Partners last year.

Digital agency Questus has gone from being Suzuki power-sports' digital agency of record to handling all advertising, including TV and print, for North America. The 50-person shop was handed the business, estimated at $10 million to $15 million for the remainder of 2009, without review.

Dentsu Next was shuttered in January, after losing American Suzuki in 2008. At that time, the power-sports business, which includes motorcycles and ATVs, was moved to Dentsu, Los Angeles.

"Questus brings us the combination of heavier digital and the synergy of doing our digital and then being able to bridge that gap between print, TV and social media," said Steve Bortolamedi, senior advertising manager, American Suzuki Motor Corp.'s power-sports division. "Our digital and social media is leading the way, and TV and print is supporting, while in the past, TV and print led advertising efforts. We feel most confident with having Questus leading to that end."

Questus has been Suzuki America power-sports' digital agency of record since 2003, when the agency said the brand dedicated less than 5% of its budget to online.

"This is the first client we've ever taken from digital lead to full lead," said Questus partner Joey Dumont. The agency, which reports $30 million in revenue including creative fees and media, has created non-digital work for an undisclosed banking client, Verizon and For Suzuki, Questus created the Hayabusa sports bike social-media campaign targeting hip-hop enthusiasts, along with numerous websites in the U.S. and Canada.

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