{"id":25388,"date":"2010-06-21T09:51:40","date_gmt":"2010-06-21T14:51:40","guid":{"rendered":"http:\/\/www.thedetroitbureau.com\/?p=25388"},"modified":"2010-06-21T09:51:40","modified_gmt":"2010-06-21T14:51:40","slug":"zoom-zoomgone","status":"publish","type":"post","link":"https:\/\/thedetroitbureau.com\/2010\/06\/zoom-zoomgone\/","title":{"rendered":"Zoom-Zoom\u2026Gone"},"content":{"rendered":"<figure id=\"attachment_20862\" aria-describedby=\"caption-attachment-20862\" style=\"width: 300px\" class=\"wp-caption alignright\"><a href=\"\/wp-content\/uploads\/2010\/03\/Mazda-CX-9.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-20862\" title=\"Mazda CX-9\" src=\"\/wp-content\/uploads\/2010\/03\/Mazda-CX-9-300x199.jpg\" alt=\"\" width=\"300\" height=\"199\" \/><\/a><figcaption id=\"caption-attachment-20862\" class=\"wp-caption-text\">Mazda is zoom-zooming from Doner to Team Detroit\/WPP.<\/figcaption><\/figure>\n<p>Though it is credited with creating one of the industry\u2019s most credible marketing campaigns, the independent Detroit-based ad agency, Doner, has learned that nothing is permanent in the automotive world.<\/p>\n<p>Doner has been notified it will lose the multi-million dollar Mazda ad business, an account that the suburban agency put on the map with its Zoom-Zoom theme.<\/p>\n<p>After a lengthy review, the California-based Mazda subsidiary is moving to another Motown agency, Team Detroit\/WPP.\u00a0 It is unclear whether the Zoom-Zoom campaign will continue or be replaced by a new slogan.<\/p>\n<p><!--more-->\u201cWe generated outstanding results: we invented Zoom-Zoom, an emotional, differentiating and remarkably memorable brand platform that will remain the foundation for Mazda&#8217;s global marketing vision into the next decade,\u201d said a note from Doner\u2019s three top executives sent this morning to company employees.<\/p>\n<p>Doner has represented Mazda since 1997.\u00a0 During the last decade, with the Zoom-Zoom campaign in place, the Japanese maker saw its share of the U.S. market surge from 1.4% to 2.0%.\u00a0 In Canada, which Doner also handled, share jumped from 2% to 5.5%.<\/p>\n<p>Ironically, the Team Detroit agency also handles Ford advertising.\u00a0 The agency move comes after Ford cut its stake in Mazda and no longer has an active role in the Japanese maker\u2019s management.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>It&#8217;s been one of the most memorable and successful ad campaigns in the auto industry, but Mazda is yanking its business from Detroit agency Doner and zoom-zooming to another ad firm.<\/p>\n","protected":false},"author":2,"featured_media":20862,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_mo_disable_npp":"","footnotes":""},"categories":[8],"tags":[],"make":[],"post-state":[],"category_old":[151],"acf":[],"_links":{"self":[{"href":"https:\/\/thedetroitbureau.com\/wp-json\/wp\/v2\/posts\/25388"}],"collection":[{"href":"https:\/\/thedetroitbureau.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/thedetroitbureau.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/thedetroitbureau.com\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/thedetroitbureau.com\/wp-json\/wp\/v2\/comments?post=25388"}],"version-history":[{"count":0,"href":"https:\/\/thedetroitbureau.com\/wp-json\/wp\/v2\/posts\/25388\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/thedetroitbureau.com\/wp-json\/wp\/v2\/media\/20862"}],"wp:attachment":[{"href":"https:\/\/thedetroitbureau.com\/wp-json\/wp\/v2\/media?parent=25388"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/thedetroitbureau.com\/wp-json\/wp\/v2\/categories?post=25388"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/thedetroitbureau.com\/wp-json\/wp\/v2\/tags?post=25388"},{"taxonomy":"make","embeddable":true,"href":"https:\/\/thedetroitbureau.com\/wp-json\/wp\/v2\/make?post=25388"},{"taxonomy":"post-state","embeddable":true,"href":"https:\/\/thedetroitbureau.com\/wp-json\/wp\/v2\/post-state?post=25388"},{"taxonomy":"category_old","embeddable":true,"href":"https:\/\/thedetroitbureau.com\/wp-json\/wp\/v2\/category_old?post=25388"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}