Saturn To Transition To New Ad Agency
FOR RELEASE: February 1, 2002Saturn To Transition To New Ad Agency
Goodby, Silverstein & Partners Selected In Review
Detroit- Following a two-month review of advertising agencies nationwide, Saturn Corporation has announced that San Francisco-based Goodby, Silverstein & Partners will help launch its new ION small cars. Saturn has also decided to transition its remaining advertising business to the new agency over the next several months.
“The move to a new agency comes at an exciting time for Saturn,” said Jill Lajdziak, vice president, Saturn sales service and marketing. “We’re poised to significantly grow our business with a fresh product line due out later this year, and the objective of the review was to ensure that we keep Saturn’s brand image sharp and relevant to an expanding audience.”
A total of five agencies were given an opportunity to develop creative for Saturn’s new ION vehicles. Their creative proposals included broadcast, print and Internet executions aimed at the younger buyer expected for ION.
“The decision to switch agencies was a difficult one for us,” said Lajdziak. “We have a long history with Publicis Hal Riney and will always recognize the excellent and memorable work the agency did to help establish Saturn as a personable car company. The result of their efforts is the strong brand equity we have today.”
Goodby, Silverstein & Partners will manage both national and regional retailer advertising for Saturn. “We are excited to partner with this accomplished agency,” said Lajdziak. The agency’s major accounts include: Hewlett-Packard, Goodyear, SBC, Discover, The Wall Street Journal, got milk?, E*TRADE, and eBay. Goodby, Silverstein & Partners is part of the Omnicom group of advertising agencies.
“Saturn redefined the way cars were made and marketed in America, “ said Goodby, Silverstein & Partners Co-Chairman Jeff Goodby. “We are honored to be associated with this well-respected brand, and look forward to helping with the next chapter of its amazing history.”
This year, Saturn’s product line is taking on a completely new look. The car company has just introduced the new VUE compact sport utility. A restyled L-Series with performance, quality and safety enhancements is due out this summer and will be followed in winter by the new ION – small cars with a new level of functionality and personalization opportunities.