The cut leaves a hybrid team from WPP, Omnicom Group's DDB and MDC's Crispin Porter & Bogusky in
the mix for the account. Executives at those agencies said they
were told to expect word on next steps this week. Mazda spent $152
million on measured media in the U.S. last year, according to
Kantar Media, though its spending has typically exceeded $200
million in the past.
WPP, which handles Mazda's business in much of the world outside
of North America, is regarded as a favorite in the review, which
began in early March. At the time, a Mazda executive said the
company wanted to be sure it was getting "the best work and the
best price."
For Doner, however, it's a cruel blow -- and not only because
the client intends to continue using its "Zoom-Zoom" tagline with
its new agency.
Winning Mazda in 1997 in a pitch that also included GSD&M and Ogilvy & Mather
was the exclamation point on the independent's transformation from
a strong, regional independent into a national force. It also
greatly increased the agency's footprint, as Doner opened an
Irvine, Calif., branch to work on Mazda.
In the memo this morning, Doner touted the results from its work
for Mazda: "Together, with many supportive partners at Mazda North
America, we generated outstanding results: we invented 'Zoom-Zoom,'
an emotional, differentiating and remarkably memorable brand
platform that will remain the foundation for Mazda's global
marketing vision into the next decade; we accelerated Mazda's use
of the digital space with highly innovative digital programs like
the '33 Keys' alternate reality game; we re-ignited confidence,
support and passion for the brand among dealers across North
America; we successfully launched the brand in Mexico; and, most
importantly, over the past 10 years, we have helped Mazda grow its
share in Canada from 2%-5.5%, in Mexico from 0%-3.3% and in the
U.S. from 1.4%-2.0% with Mazda achieving its highest U.S. retail
market share in over 10 years in March 2010."
Today, Mazda is the agency's largest account, accounting for
about 20% of revenue, according to Doner executives.
That won't be easily replaced, although the agency has won a
series of smaller accounts of late, including Wilson Tennis, Avery
Dennison office supplies and project work for Experian Consumer
Direct. It also still works for major marketers such as Coca-Cola
(on Minute Maid), Coleman Co. and the Del Taco restaurant
chain.
Doner, which was sold by former CEO Alan Kalter late last year
to former Chief Operating Officer David DeMuth, Chief Creative
Officer Rob Strasberg and President Tim Blett, has also been in the
process of attempting to change its perception as a TV-centric
agency best known for campaigns such as Six Flags' "Mr. Six" to a
shop more synonymous with digital and nontraditional campaigns
under the guidance of Mr. Strasberg, a Crispin Porter alum.
Executives point to an alternate-reality game for Mazda Canada,
a fantastical cardboard world created for the UPS Store and
online-video and social-media driven efforts for Del Taco as
evidence that this is a "new Doner." And they've also changed the
agency's website and logo.
But it's safe to say that losing Mazda wasn't the sort of change
the agency was looking for. "While the sting of this loss is
painful it's one that will pass quickly," the executives wrote.
"Our sights are already set on the future and our new business
initiative is focused on winning a new automotive account as well
as other exciting opportunities in the pipeline."