Mazda pegs shortlist

Mazda Canada is another step closer to launching its Amati line of luxury cars.And the ad agency review, which began three months ago, to find a shop to handle the new product, has now narrowed the competition from 18 shops to...

Mazda Canada is another step closer to launching its Amati line of luxury cars.

And the ad agency review, which began three months ago, to find a shop to handle the new product, has now narrowed the competition from 18 shops to four in Toronto.

The four are: Franklin Dallas; bwck; Robert Kyle, and FCB/Ronalds-Reynolds, agency-of-record for Mazda Canada.

Derek Miles, general manager of the Amati division and group vice-president of Mazda Canada, says final presentations will be made in October, with a decision expected in November.

A challenge

Miles says it is a challenge to conduct an agency search for a product not on the market yet – the Amati line will be launched in North America in March 1994 – and tough for the shops, as well.

He says the agencies involved have not seen a prototype, or even a picture.

fcb/r-r has had the Mazda Canada business for seven years.

Brad Arthur, agency vice-president and head of the Mazda account group, says Amati team members have 45 to 50 years of combined car experience.

Arthur says that because the participants have been given no information about the new product, he feels the winning shop will be the one which can read the target group the best.

Work closely

The Canadian agency for Amati will work closely with the one hired to handle the u.s. business.

Lord Dentsu was awarded the assignment two months ago and is setting up a new office to handle it.

It is a partnership between Japan-based Dentsu and Young & Rubicam.

The Amati line is the fourth Japanese entry in the luxury car market after Lexus (SMW Advertising) from Toyota Canada, Infiniti (Chiat/Day/Mojo) from Nissan Canada, and Acura (Ambrose Carr Linton Kelly) from Honda Canada. PS