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Ad firms stew over lost car biz; Diversifying business is uphill battle.(News)
Crain's Detroit Business, July, 2007
Byline: Jean Halliday Advertising Age Detroit's ad community is very, very nervous. Much of the swagger of Motown's once-mighty auto-ad-agency population, fed by clients with big egos and even bigger budgets, is gone - replaced by fear as struggling Detroit automakers break their tradition of decades-old agency loyalty.
In the past year alone, creative accounts on brands that spent $880 million in measured media last year have fled the metro area as DaimlerChrysler Corp. moved its Jeep brand to San Francisco-based Cutwater and General Motors Corp. shifted its massive corporate account to Los Angeles-based Deutsch from the Birmingham office of McCann-Erickson; and national Cadillac creative to Boston-based Modernista. The consolidated Buick-Pontiac-GMC...
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