Banks Hoggins swipes Daihatsu buying from Frontline

Banks Hoggins O’Shea is believed to have snatched Daihatsu’s media buying account from Frontline Media.

Banks Hoggins O’Shea is believed to have snatched Daihatsu’s media

buying account from Frontline Media.

Several media owners have confirmed that they have been in talks with

Daihatsu and Banks Hoggins, and that media arrangements for 1998 have

been discussed with the agency.

Daihatsu wants to capture 5 per cent of the European small car market

over the next five years and has boosted adspend from pounds 1 million

to pounds 4.9 million, according to AC Nielsen MEAL.

Banks Hoggins has handled the creative work for Dai-hatsu, which is

part-owned by Toyota, for six years and, over the past year, has created

two campaigns for the launches of the Move and the Grand Move.

Work for the Move centred around the tagline: ’Weird on the outside.

Clever on the inside.’ Press ads featured pictures of Albert Einstein

and the Thunderbirds puppet, Brains.

Three TV ads captured people’s reactions to the car. The Grand Move used

press work featuring drawings of a sofa and an engine, with the line,

’Comfort plus an engine equals the Grand Move.’

Banks Hoggins has been responsible for media strategies on the account

in the past year, while the buying task was still with Frontline. As

part of the launch campaign for the Move in June, cars were placed on

the platforms of two London Underground stations, supported by a poster


Paul Williams, chief executive of Daihatsu UK, said: ’I won’t confirm

exact arrangements for 1998 but, given our growing relationship with

Banks Hoggins - our partners in brand management - the agency will

assume even greater responsibility.’

Jonathan Stirling, media director at Banks Hoggins, was unavailable for

comment as Campaign went to press.


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