Garmin calls review of £15m ad account

DDB, Crispin Porter & Bogusky and Fallon Minneapolis are pitching for the £15 million European and US creative business for Garmin, the global positioning system technology manufacturer.

TBWA\ was also initially in the running, but pulled out owing to a conflict with Garmin's rival, Tom Tom.

The GPS brand produces marine, aviation and outdoor products as well as handheld and mobile phone devices. The US company wants to launch its first branding campaign both in the US and Europe, which will see it go head to head with Tom Tom.

The pitch is being held in Kansas City.

Garmin has a 50 per cent market share for personal navigation services in the US and its products are sold in approximately 100 countries. The future is looking promising for the group, which in May announced its best quarter ever, reporting that the sales of portable navigators had gone up by 252 per cent.

The company reported an $87.5 million profit for 2005, beating Wall Street estimates by 14 per cent.

At the time, analysts predicted that GPS sales would more than double in the US and Europe during 2006.

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