Mazda picks Inferno for MX-5 brief

LONDON - Mazda has appointed Inferno to handle the pan-European direct marketing account for its MX-5 flagship offering.

Mazda MX-5: direct campaign supporting 20th anniversary
Mazda MX-5: direct campaign supporting 20th anniversary

The agency won the business following a pitch against two other undisclosed agencies, and will initially be responsible for creating a direct response campaign later this year that promotes the 20th Anniversary edition of the MX-5.

Work will include print and direct marketing executions, and will highlight the performance quality and affordability of the roadster.

The creative will also focus on the exclusivity of the 20th Anniversary model, with only 2,000 units being produced.

The campaign will launch later this year, and will predominantly target female drivers.

Mazda already works with a number of agencies on its advertising activity, including JWT and Wunderman. Mindshare handles media planning and buying.

Andy Cairns, the managing director of Inferno, said: "At Inferno we pride ourselves on ideas that communicate with a smile, and the creative on this campaign will encapsulate the fun of driving an MX-5."

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