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Hella North America Appoints the Northwest Group Advertising Agency

22 February 2000

Hella North America Appoints the Northwest Group Advertising Agency of Record and Launches New Campaign

    PLYMOUTH, Mich., Feb. 22 -- Hella North America, a wholly-
owned subsidiary of the global automotive lighting and electronics company,
Hella KG, has appointed Northwest Advertising of Livonia, Michigan, its
advertising agency.
    Trade publications, radio, a website, trade show support, collateral
materials and interactive materials and interactive media will be used in the
new Hella campaign.
    "We asked The Northwest Group to do a fully-integrated advertising
campaign with a thematic message," said Joseph V. Borruso, President and CEO,
Hella North America.  "We wanted to concentrate on Hella's unique position as
a 100-year-old company in both automotive lighting and electronics."
    Hella KG in Lippstadt, Germany, is celebrating its 100th anniversary year,
and The Northwest Group in Livonia created the theme "100 Years Old.  And We
Still Get Turned On," which will be constant in all Hella advertising.
    "We equate Hella with a Silicon Valley company," said Gene Brady,
executive vice president, Northwest Advertising.  "It is a sophisticated
company, setting the pace for automotive lighting and electronics both in
North America and around the world.  It demands a sophisticated message.  The
theme expresses the company's century-old passion for automotive lighting and
electronics."
    Hella and Northwest will be sending a message that Hella has a North
American presence as both a lighting and electronic designer and manufacturer.
The current campaign is scheduled through the first half of 2000 and other
marketing campaigns will follow.
    The Hella billboards are displayed near every Detroit expressway.  Print
ads will be appearing in Automotive News, Ward's, Automotive Industries and
Automotive Engineering magazines.  Radio messages will air on WJR and WWJ.
    "We have been working with both parent company management in Germany and
Joe (Borruso) here in Plymouth during advertising creation and approval,"
Brady said.  "While challenging, the reward came from both Germany's and North
America's response praising the emotional impact of our advertising theme."
    The Northwest Group is a full service advertising agency with four
divisions:  Advertising, Photographic/Video, Graphic and Interactive.  It is
located at 33050 Industrial Road, Livonia.