Daihatsu, the Japanese car manufacturer, has appointed Feather
Brooksbank in Manchester its UK media agency.
The appointment was made without a pitch and follows the purchase of
Inchcape-owned Daihatsu by International Motors in March.
The Manchester office of Feather Brooksbank - previously Carat
Manchester - already works for two other International Motors brands:
Subaru and Isuzu.
The same account team will take on Daihatsu when it changes hands from
Banks Hoggins O’Shea/FCB to Feather Brooksbank in July.
Agency managing director Chris Broadbent is to oversee the running of
the account. Client services manager Lynne Pattison will be managing the
business, assisted by Chris Mawdsley who will concentrate on press.
The campaign will revolve around television and press. Now that it is
under new management, Daihatsu is planning to dominate the small-car
sector and a number of product launches are scheduled for later this
year.
The car company is best known for producing small cars and vans,
including the Cuore, Charade and Terios models.
Feather Brooksbank, and previously Carat Manchester, have worked on
International Motors business for 11 years with their Birmingham-based
creative partner Wallis Tomlinson.
Broadbent commented on the Daihatsu win: ’We have developed a winning
creative media strategy for Subaru over the past few years. This work
has been delivering genuine cut-through for the client in a difficult
and crowded market. The opportunity to do the same on a new range of
exciting smaller vehicles is tremendous.’
Feather Brooksbank, which was bought by Carat last year, has offices in
Edinburgh, Manchester and Glasgow. It has billings of more than pounds
120 million and has 82 staff. New account wins to come on board this
year include Dartington Glass and the internet business provider
Xtml.
The agency also works for Bank of Scotland, Glasgow Tourist Board,
Scottish Provident, Thorntons and Standard Life.
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