Suzuki rethinks agency usage

Suzuki Canada is reassessing its agency requirements in preparation for three vehicle launches slated for 1995.The Richmond Hill, Ont.-based company has handled its advertising in-house for the last year.Harrod & Mirlin, the last agency to handle the Suzuki account, was let...

Suzuki Canada is reassessing its agency requirements in preparation for three vehicle launches slated for 1995.

The Richmond Hill, Ont.-based company has handled its advertising in-house for the last year.

Harrod & Mirlin, the last agency to handle the Suzuki account, was let go from the business in December 1993.

It is understood the 1995 ad budget will be in the $2- to $3-million range.

Marcel Lambert, Suzuki’s division manager, automotive sales, says ‘We’ve been talking to various people, but that’s as far as it’s gone.’

Lambert says the talks could lead to the hiring of a new agency, but adds it is just as likely he will continue working in-house.

Another option under consideration would see Suzuki work with a variety of shops on a project basis.

In April, Suzuki will begin shipping a new four-door sedan code named C Car.

In September, it will launch two sport utility vehicles, an extension to the Sidekick line called the Sport Sidekick, and a yet-to-be-named vehicle code named X90.