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
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-
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
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-
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.’