Miles Calcraft beats three to £6m Subaru business

Japanese car manufacturer Subaru is understood to have appointed Miles Calcraft Briginshaw Duffy to work on its £6m advertising account.

Miles Calcraft pitched against Mother, Walsh Trott Chick Smith and Palmer Hargreaves Wallis Tomlinson, the Birmingham-based incumbent on the business for the past 14 years. It is not yet clear whether the agency has won the entire business or whether it will work for the marque on a project basis.

Subaru is doubling its ad spend to £6m in an attempt to increase its market share in the UK. The latest figures from the Society of Motor Manufacturers and Traders (SMMT) show that Subaru’s sales for January this year are up 35 per cent on the same period in 2004. However, after a strong January the company had a disappointing February, selling 205 cars compared with 275 in the same month last year.

The company’s market share is less than 0.4 per cent and it does not have a significant advertising presence in the UK. But the arrival of former BMW marketer Peter Kinnaird as managing director at the end of last year signalled the start of a more aggressive strategy.

Walsh Trott Chick Smith handles the advertising for Subaru’s sister marque Daihatsu.

Brilliant Media is believed to be unaffected by the advertising review at Subaru.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here