Though it’s abandoning its long-time advertising agency, don’t expect Mazda to walk away from the popular Zoom-Zoom tagline that has made the Japanese maker such a standout in the otherwise crowded automotive marketing space.
If anything, the familiar campaign — meant to position Mazda as a more performance-oriented marque among mainstream brands – will become even more critical, what with the Japanese carmaker looking to boost its American market share by as much as 50%.
“Zoom-Zoom is not going away,” Jim O’Sullivan, president of Mazda’s North American sales subsidiary, tells TheDetroitBureau.com. “We’re not doing away with our creative and brand positioning,” despite the decision to leave the Detroit-based agency, Doner, for MindShare, a division of the global advertising powerhouse, WPP. “It’s our DNA,” O’Sullivan contends.
The decision to drop Doner came as something of a surprise considering the successful collaboration between the agency and automaker. There’s been plenty of debate about why Mazda made the move, though O’Sullivan insists it was not driven by the corporate parent, in Japan.