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Land Rover North America, Inc. Selects GSD&M As its New Advertising Agency

27 March 2000

Land Rover North America, Inc. Selects GSD&M As its New Advertising Agency

 Award Winning Agency Will Help Further Land Rover's Growth in North America


    LANHAM, Md., March 24 Land Rover North America, Inc. today
selected GSD&M as its new advertising agency.  The Austin, Texas-based
organization was chosen by the executive team at Land Rover after a detailed
review of presentations by three finalists conducted this week at Land Rover's
North American headquarters in Maryland.
    "We're pleased and excited with what GSD&M has to offer," said Jim Selwa,
Land Rover North America's vice president, marketing.  "The group of creative
minds at GSD&M very quickly grasped exactly what constitutes the Land Rover
brand.  They recognized our priorities, and we feel they will be able to
develop and communicate our strong brand imagery in exciting, effective new
ways.  It is a good fit in terms of personalities, ideas and values.  They
should have an immediate impact."
    Land Rover North America posted record sales of 29,380 vehicles in 1999
and has goals of aggressively expanding both product sales and its line of
Land Rover Centres in the coming years. GSD&M will be a partner in this
growth.
    Founded in 1971, GSD&M today has more than 500 full-time employees, a
majority of which are housed in the company's headquarters -- nicknamed "Idea
City" -- in Austin. With an enviable client list that includes DreamWorks,
Mastercard, Pennzoil, Southwest Airlines, SBC Communications and Wal-Mart,
GSD&M posted 1999 billings in excess of $850 million and was named Adweek's
1999 Southwest Agency of the Year.
    "Land Rover is a strong brand.  There's a great story to tell here.
That's our task -- to create distinct, compelling platforms for Range Rover,
Discovery and Freelander," said Roy Spence, president, GSD&M.  "The team at
Land Rover has done an excellent job positioning the Land Rover brand.  Our
creative culture will help expand the brand even further, with visionary and
momentum-building ideas."
    GSD&M will play a major role in the aggressive growth goals set by Land
Rover North America in the coming months and years.  Partnered with Land Rover
North America's marketing department, GSD&M will provide creative, tactical
support for Range Rover and Discovery Series II sales; the upcoming launch of
new models such as Freelander; and the rapid expansion of both the Land Rover
Certified pre-owned vehicle program and Land Rover's network of Land Rover
Centres.  This will require outstanding creative work and rapid integration
into Land Rover's informal and highly successful business culture.
    "Land Rover is an unique automotive company.  We offer more than simply
great vehicles -- we offer an excellent ownership experience.  GSD&M
understands the Land Rover mystique.  We'll be seeing some great work from
GSD&M," said Selwa.
    Optimedia International U.S., the New York-based media agency, will
continue to direct Land Rover North America's media placement effort.
Optimedia International purchased Dewitt Media, Inc. in early March 2000.
    Land Rover North America, Inc., established in 1986, imports Range Rover
and Discovery Series II vehicles manufactured in Solihull, England, for sale
in the U.S. and is a wholly owned subsidiary of The BMW Group, Munich,
Germany.