Will Mazda Get Another Enfatico?

The key takeaway in Adweek’s story about Mazda picking WPP to handle its business:

After strategic presentations last month, client executives narrowed their focus to the WPP team and the Omnicom team led by DDB, said sources. WPP is expected to create a dedicated unit to service the account.

The pick is not surprising. WPP has consolidated its Ford work at an entity called “Team Detroit,” and Ford has a part ownership stake in Mazda. Still, it’ll be interesting to see a holding company put together a new group specifically for a piece of business, like Enfatico, which was created by WPP for Dell. I seem to recall that Omnicom tried it for Chrysler with an agency called Pentamark some years back. It’s not easy to create a large agency culture–of any kind–from scratch.

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About Dan Goldgeier

Blogging on AdPulp since 2005, Dan Goldgeier is a Seattle-based freelance copywriter with experience at advertising agencies across the U.S. He is a graduate of the Creative Circus ad school, and currently teaches at Seattle's School of Visual Concepts. In addition, he is a regular columnist for TalentZoo.com. Dan published the best of his TalentZoo.com columns in a book entitled View From The Cheap Seats: A Broader Look at Advertising, Marketing, Branding, Global Politics, Office Politics, Sexual Politics, and Getting Drunk During a Job Interview. Look for it on Amazon in paperback and e-book editions.