Subaru tags Ruder Finn to drive home image

CHERRY HILL, NJ: Subaru of America has placed its rugged yet practical corporate image in the hands of Ruder Finn.

CHERRY HILL, NJ: Subaru of America has placed its rugged yet practical corporate image in the hands of Ruder Finn.

CHERRY HILL, NJ: Subaru of America has placed its rugged yet

practical corporate image in the hands of Ruder Finn.



In a review held in mid-December, the agency beat out GCI Group and

Patrice Tanaka & Co. for the account, rumored to be worth upwards of

dollars 500,000 in fees per year.



Ruder Finn EVP Mary Trudel said the agency will handle event management

as well as head the search for suitable people. ’We’re going to

communicate and cultivate Subaru’s image of owning the outdoors,’ she

said.



Trudel admitted that Ruder Finn’s work on behalf of Volkswagen

’certainly got us in the door,’ but said that the agency’s understanding

of Subaru’s intensely loyal customer base made the difference. The

challenge now is to broaden that appeal without losing the credibility

of Subaru’s staunch supporters, she said.



Over the past six years, Subaru has nearly tripled its revenues and has

seen sales increase by almost 50% thanks to its line of car-based

sports-utility vehicles. Through November 1999, year-to-date sales were

up 8% over 1998.



Subaru’s models include the Outback, Forester, Impreza and Legacy. The

company is planning to unveil some new models at upcoming car shows in

Los Angeles and Detroit.



Ruder Finn will service the account with a five-person, bi-coastal team

based in New York. Trudel will head the team, along with account

supervisor Rob Moran.



Dan Klores Associates previously held Subaru’s PR business.



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