McGarryBowen Drives Away With Maserati
McGarryBowen, New York, has picked up the creative account for luxury carmaker Maserati after a procurement-led review.
The agency referred calls to the client, which did not respond to a request for comment. Much of the marketing for the brand, including creative and media services, had been done in-house in recent years. Maserati in 2002 hired WPP's Brouillard, but the agency closed in 2009.
Maserati has been owned by Italian car company Fiat since 1993; the company also owns Ferrari, Lancia and Alfa Romeo. Fiat bought a majority stake in Chrysler Group, which operates Chrysler, Dodge, Jeep and Ram, in 2009.
Maserati has a minimal advertising budget in the U.S., focusing primarily in print media. Fiat spent about $1.2 million in U.S. measured media 2012 on Maserati, according to Kantar Media, though it's believed that the company will likely invest more in marketing as it increasingly invests in the brand, according to executives familiar with the business.
The win is yet another for McGarryBowen, which last month picked up the sizeable Pizza Hut account, which will be handled out of the Chicago office. The agency also this week picked up the brand-marketing account in a partnership with Carat Enterprises for Japanese tech company Fujitsu which will be handled out of McGarryBowen's London office.