Mazda Announces New Advertising Agency

28 October 1997

    IRVINE, Calif., Oct. 28 -- Mazda North American Operations
(MNAO) today announced that it has selected W. B. Doner as its new agency of
record responsible for all U.S. and Canadian advertising.
    W. B. Doner, which is headquartered in Southfield, Mich. is expected to
begin work immediately.  It will handle national advertising in the United
States and Canada, as well as regional advertising in both countries.  "W. B.
Doner demonstrated to us in a competitive review that they had the ideas and
firepower to get Mazda the share of voice that we want and need to succeed in
the highly competitive North American market," said Richard N. Beattie,
president and CEO of MNAO.
    "We have just launched a new corporate brand image campaign, and national
advertising for our all-new 626 and B-Series trucks in North America," Beattie
added.  "And, W. B. Doner has the creative talent to build on this excellent
launch advertising."
    "Mazda is a company on the move, and we are delighted to be a marketing
partner.  Their new products are exciting, with lots more on the way.  Simply
put, we had fun working on the presentation, and we know we are going to enjoy
being part of the Mazda team," said Alan Kalter, CEO of W. B. Doner.
    Mazda North American Operations, headquartered in Irvine, California,
consists of two separate but fully integrated companies: one in the U.S. and
one in Canada.  MNAO is responsible for the Research and Development, Sales
and Marketing and Customer Parts and Service for Mazda vehicles sold in the
U.S. and Canada.  Mazda Canada Inc., based in Scarborough, Ontario, directs
Canadian market activities.  Mazda has approximately 850 dealers in the U.S.
and approximately 164 in Canada.

SOURCE  Mazda North American Operations