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
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.