NEWS: Grounds Morris set for US car job after beating Americans

Grounds Morris, the creative independent, has beaten a handful of US shops to net the advertising for a major US car dealership.

Grounds Morris, the creative independent, has beaten a handful of US

shops to net the advertising for a major US car dealership.



The former Euro RSCG creative directors will handle all creative work on

the Tri-State Acura account, worth between pounds 3 and pounds 4

million, out of London, using ISDN lines, video conferencing and linked

computers.



The pair have already produced three commercials for the dealership,

whose 25 outlets sell top-of-the-range Hondas across New York,

Connecticut and New Jersey, competing against BMW, Lexus and Mercedes-

Benz.



The appointment follows the link established last year between Grounds

Morris and Martin Landey - the former chairman of the New York shop, Cox

Landey and Partners - to pursue jointly business on both sides of the

Atlantic.



Landey had a previous association with the Tri-State Acura account, but

he and his UK partners had to survive two rounds of pitches involving

five other US shops to win the business.



While the Ketchum agency in Los Angeles retains brand advertising for

the dealership, Steve Grounds and Rob Morris will be responsible for the

ads - mostly TV - that aim to ‘shift metal’.



Grounds said: ‘Last year there were 60,000 TV spots in New York selling

cars and we expect to be producing about ten commercials a year for Tri-

State Acura.’



He added: ‘We and Martin have invested dollars 80,000 in hi-tech

equipment and we’ve proved that it’s not just big agencies that can

handle this type of account.’



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