Custom Agencies: Not for Everyone
The emergence of bespoke agencies paved the way for a new wave of client-dedicated agencies created by various holding companies. These agencies aimed to fulfill all client needs within a single holding company model, and they continue to thrive, including at WPP.
In an interview, Rogers stated that bespoke agency creations are “not for everybody.”
He added, “Clients have come to realize that no single company possesses all the talent, especially specialized talent, in the world. Mazda needs to grow and acquire the necessary talent to perform wherever they can find it.”
Optimal specializes in performance marketing but has broadened its capabilities through recent acquisitions. Formerly known as Optimad Media, the company rebranded as Optimal in late 2022 after acquiring Effective Spend, a firm from Austin, Texas, specializing in paid search, social media advertising, search engine optimization, and retail media. Optimal also owns DSPolitical, a digital advertising firm focused on politics and public affairs that has worked with Democratic and progressive candidates, according to its website.
Audet stated that Optimal offers a “unique combination of performance marketing while delivering a desirable brand experience at the same time.”
Premium Positioning
In 2022, Mazda experienced an 11% decline in U.S. sales, with a market share drop from 2.2% to 2.1%, according to Automotive News. However, Mazda’s U.S. sales soared to 214,412 vehicles through July this year, representing a 29% increase compared to the same seven-month period last year.
The automaker has focused on establishing a more premium positioning in recent years. In 2018, it introduced the tagline “Feel Alive” to attract customers who are “creative, ambitious, and imaginative,” according to a press release. However, recent advertising does not feature this tagline. Audet revealed that Mazda is developing a new brand platform but did not disclose specific details.
Jessica Caldwell, executive director of insights at Edmunds, a provider of car shopping information, highlighted the risks associated with Mazda’s premium brand pursuit.
She added, “The buyer pool has not grown proportionately with the number of brands attempting to move upmarket. As pricier vehicles dominate the new market, buyers with limited budgets are naturally pushed towards the used market.” Mazda has always positioned itself as the brand for people who enjoy driving, distinguishing itself from other Japanese automakers.
For years, this approach was encapsulated in the “Zoom Zoom” tagline.
When asked if Mazda would ever resurrect the tagline, Audet expressed belief in the joy of driving and the intentions associated with “Zoom Zoom.” However, he expressed doubts about bringing it back in its original form.
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Omprakash Tiwary is a business writer who delves into the intricacies of the corporate world. With a focus on finance and economic landscape. He offers readers valuable insights into market trends, entrepreneurship, and economic developments.
