SYDNEY: Car distributor Ateco Automotive has appointed Ikon as its media buying agency following a four-way pitch, at the same time extending the remit of Match to handle strategy across all marques.
Ateco is the importer of vehicles from Citroen, Alfa Romeo, Fiat, the Chinese brands Great Wall and Chery, as well as luxury Italian marques Ferrari and Maserati.
As revealed in AdNews [12 February 2010, page 3], Ateco opened a review of its buying agency arrangements for its $15 million spend in early February.
Previously media buying was split, with Pearman Media handling Ferrari and Maserati, while PHD took the rest of the account. Both agencies had been retained by Ateco for about 10 years. The two incumbents plus OMD went up against Ikon for the pitch.
Ateco managing director Rick Hull confirmed the appointment to AdNews, adding that the accounts would be consolidated, with Ikon taking responsibility for buying, while Match would handle planning and strategy.
"Ateco has enjoyed a long and effective relationship with first Total then PHD," said Hull. "It's always disappointing to see a long standing relationship like that come to an end, but every major company is going to put its major purchasing activities out to pitch at some point. It was handled 100% professionally and we have a great result."
In October 2009, Ateco brought on board Match to handle strategy for Great Wall Motors, previously handled by PHD. Earlier this month, Ateco extended Match's remit to include Alfa Romeo, Citroën, Fiat passenger and Fiat commercial brands, as well as the soon to be launched Chery marque. Match will also take responsibility for digital planning and buying all Ateco brands.
Hull also confirmed the company would up its marketing spend "significantly" in line with the Q3 launch of Chery.
"We will certainly be increasing our marketing spend on last year, especially with Chery coming on board. Do I think it will increase dramatically in the next three to four years? Yes I do," he said.
Creative for Ateco is handled by a roster of agencies, including It's The Thought That Counts, which did the creative for the Great Wall Motors' launch in June 2009. Hull said an agency had been selected to work on creative for the Chery launch but would not be drawn on specifics. "We haven't made a formal appointment, but we know who we want," he said.
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