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.