Subaru of America Selects DDB New York as Agency of Record
CHERRY HILL, N.J., Oct. 4, 2004 -- Subaru of America, Inc. today named DDB New York as the company's national full-service advertising agency of record following a nationwide search and evaluation of the current marketing and advertising agency landscape.
"As we continue to innovate and expand our product lineup in the U.S. market, we need to communicate the Subaru brand promise in a way that is relevant, memorable and differentiated in the marketplace," said Fred Adcock, executive vice president, Subaru of America, Inc. "We are pleased to partner with DDB New York for their unique capabilities and demonstrated understanding of our brand goals and business objectives, and we think this partnership will serve as a catalyst in moving the Subaru brand forward among a very crowded and competitive automotive brand landscape."
Among the top talent tapped for the new Subaru team at DDB New York is Chairman and Chief Creative Officer Lee Garfinkel and Managing Director Peter Hempel. Lee Garfinkel is no stranger to Subaru and in fact cut his creative teeth as a junior copywriter on the Subaru account in the early 1980s with then-agency Levine, Huntley, Schmidt & Beaver. Peter Hempel, who has been working with Garfinkel since 1993, also brings a wealth of consumer retail brand experience from his most recent position prior to DDB as the EVP and head of marketing for Gap.
"My first car and almost every other subsequent has been a Subaru," said Lee Garfinkel, chairman and chief creative officer, DDB New York. "I know I speak on behalf of the entire Subaru Team at DDB New York when I say that we are thrilled to have Subaru as a client and we think we are the best partner to work closely with them to move the brand forward in the market."
The Subaru brand has seen significant growth in recent years and is in the process of launching a completely redesigned model line by 2006 including the all-new 2005 model year Legacy and Outback that was launched this year, and the highly anticipated crossover utility vehicle that will be launched next year. In addition to breaking an all-time sales record in 2003, the brand has also seen growth in its non-traditional markets such as the sunbelt region of the country, as new customers connect with the outstanding driving performance characteristics of Subaru Symmetrical All-Wheel Drive.
About DDB New York
DDB New York is the flagship office of the DDB network (206 offices in 96 countries) with a blue-chip roster of clients. Creatively centered on the principles of its founder, Bill Bernbach, DDB New York adheres to the belief that "at the heart of an effective creative philosophy is the belief that nothing is so powerful as an insight into human nature."
About DDB
DDB Worldwide (http://www.ddb.com/), Advertising Age's and Adweek's 2003 Global Agency of the Year, is one of the leading advertising agency networks in the world with 206 offices in 96 countries. Acknowledged as the industry's most creative multinational network, DDB has won more Grand Prix Awards in the 50-year history of the International Advertising Festival in Cannes than any other agency, and over the last 16 years has won more awards in Cannes than any other agency network. In 2004, for the fourth year in a row, DDB was named Network Agency of the Year at the Clio Awards.
About Subaru of America, Inc.
Subaru of America, Inc. is a wholly owned subsidiary of Fuji Heavy Industries Ltd. of Japan. Headquartered near Philadelphia, the company markets and distributes all-wheel drive Subaru vehicles, parts and accessories through a network of nearly 600 dealers across the United States. Subaru is the only car company that offers symmetrical all-wheel drive as standard equipment on every vehicle in its product line. For additional information please visit http://www.subaru.com/.