Mazda Canada says J. Walter Thompson (JWT) will head up the Canadian arm of “Team Mazda,” the group of WPP marketing agencies that will comprise Mazda Canada’s new agency of record.
The announcement comes after what the automaker called a “comprehensive agency review” with the subsequent selection of JWT’s parent company, WPP Group plc, as MazdaNorth American Operations’ full-service marketing-communications partner.
Starting this week, Tony Pigott, president and CEO of JWT Canada, will lead Team Mazda in Canada, overseeing the day-to-day account management of Mazda Canada.
With offices in Toronto, Montréal and Vancouver, “JWT will handle all of the creative, CRM, digital and collateral communications across Canada,” the automaker said.
In addition to JWT, Team Mazda will also include Excelerator Media for national media planning, buying and research.
“We’re in a new era of marketing that is continually changing and evolving,” said Don Romano, president of Mazda Canada.
“Team Mazda will leverage the best of WPP’s multitude of marketing and media specialties for a more integrated approach to our marketing-communications, and we’re confident they will help us take the Mazda brand to the next level.”
JWT, Canada’s oldest advertising agency brand is celebrating its 80th anniversary this year. Its list of Canadian clients includes Johnson & Johnson, Kraft, Nestle, Canada Bread, Canon Canada, Sick Kids, ParticipACTION, Tim Hortons and Walmart.
Mazda Canada is a top 20 advertiser in Canada, with over $40 million in annual media and production spend.