Walsh Trott secures Daihatsu's creative account worth £4m

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.



Topics