Walsh Trott Chick Smith has grabbed the £4 million creative
account for Daihatsu after a pitch against McCann Central and Ron
Leagas' agency, Edge GMC.
The incumbent, Wallis Tomlinson, which continues to handle Daihatsu's
sister brands, Subaru and Isuzu, did not repitch for the business.
CDP, the former incumbent on Honda's £20 million account, was
contacted concerning the business but was not shortlisted. "We wanted a
smaller agency where we could have a higher profile," Daihatsu's UK
marketing director, Paul Tunnicliffe, said.
The three shortlisted agencies pitched to Tunnicliffe, Daihatsu's
managing director, Andrew Edmiston, and his father, International
Motors' chairman, Robert Edmiston, last Thursday. "It was devilishly
close-run," Tunnicliffe said. "Walsh Trott brought a slightly higher
level of creativity. A unique brand proposition is starting to
emerge."
Walsh Trott will launch a press campaign for the brand in January.
Planning and buying will continue to be handled by Feather
Brooksbank.
International Motors acquired the UK distribution rights for Daihatsu
from Inchcape in March last year.
It called the advertising review in light of Daihatsu's decision to
cease production of cars above 1.3 litres and concentrate on the small
car market.
Wallis Tomlinson's work for the brand cheekily compared its performance
with high-powered brands such as Porsche, but was rapped by the
Advertising Standards Authority earlier this year for encouraging
anti-social driving habits.
