World: New-Business Analysis - Agencies get a second bite at the Subaru account

AAR's Subaru shortlist was premature but a decision is due on the $150m business

The ongoing "are they, aren't they" nature of the Subaru of America global creative pitch was further clouded last month when AAR Partners, the consultancy handling the review, made an early announcement on the finalists, only to retract the statement shortly after. Subaru blamed "miscommunication" with AAR, resulting in an incomplete list being sent out.

The retraction led to a number of agencies that dropped out at the semi-final stage scratching their heads and looking for a way to get back on the list. Subaru had wanted between four and six finalists; AAR's recall of a list that named only three seemed to provide a glimmer of hope for the unsuccessful agencies.

The success of the New York agencies McCann Erickson and Berlin Cameron/Red Cell serves to prove just how vital relationships with the client - no matter how tenuous - are in the pitching process: Subaru's incumbent is TM Advertising in Texas, an agency that reports to McCann, giving McCann a line of contact with Fred Adcock, the Subaru executive vice-president and a key decision-maker on the review.

Similarly, Berlin Cameron/Red Cell's relationship with the Tokyo-based agency ADK (WPP owns the former and holds a 20 per cent stake in the latter) afforded another angle of approach: ADK handles the advertising for Subaru's parent company, Fuji Heavy Industries.


CLIENT/Task Budget Shortlist Incumbent Dec- Cons-

dollars ision ultant

NESTLE/media 1.5bn IPG, WPP, Various, incl: Sep n/s

planning & Publicis Groupe MindShare, OMD,

buying, global Universal McCann

UNILEVER/media 1.2bn Initiative, Initiative, Oct Media

buying, Europe MindShare, Carat MindShare Audits

SAMSUNG/ 400m WPP, Publicis Foote Cone Sep none

creative Groupe, IPG & Belding

media, global

SC JOHNSON & 350m Initiative, Initiative, Sep none

& SON/media ZenithOptimedia, ZenithOptimedia,

buying, global Universal McCann Universal McCann

(broadcast only)

KIA MOTORS/ 270m Davidandgoliath, Davidandgoliath, n/s Achen-

creative, CA; undisclosed CA baum

N. America Bogda


SUBARU OF 150m McCann Erickson, TM Advertising, Sep AAR

AMERICA/ NY; Berlin TX Part-

creative, Cameron/Red Cell ners

global NY; The Martin

Agency, VA;


OFFICE OF NAT'L 145m undisclosed Ogilvy & Mather Sep n/s





SCHWAB/ 95m undisclosed GSD&M, TX Sep n/s

creative, US

BACARDI/ 70m World Creative World Creative n/s n/s

creative, global Group (Inter- Group

public); McCann (Interpublic)


Worldwide, NY;

Berlin Cameron/

Red Cell, NY;

180 Partners,

Amsterdam; DDB


LEGO/media 65m undisclosed Starcom n/s n/s

buying, Europe Mediavest


CLIENT/Task Budget Winner Shortlist Incumbent Cons-

dollars ultant

CLARITIN/ 83m Euro RSCG Euro RSCG Ogilvy & n/s

creative, US Worldwide, W'ldwide,NY; Mather,NY

NY Ogilvy &

Mather, NY

SKY/ 77m MediaCom MediaCom, Universal n/s

media planning Carat, McCann

& buying UK MindShare

GOODYEAR/ 50m Media Media Planning PHD n/s

media planning Planning Grp Group, PHD

and buying, US

All budgets are estimates


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