Subaru hands MCBD first brief for new Boxer diesel model

Miles Calcraft Briginshaw Duffy has been handed its first brief from Subaru Europe. The UK incumbent has been appointed to handle the launch of the Subaru Boxer diesel following a pitch against other local incumbent agencies.

MCBD will create a TV-led campaign for the Boxer model that will run in up to ten markets, including the UK.

Subaru Europe marketing and PR communications manager David Dello Stritto says: “MCBD impressed us with its strategic and creative thinking.”

Subaru appointed MCBD to handle its £6m UK advertising account in 2005 after a pitch against Mother, Walsh Trott Chick Smith (now Chick Smith Trott) and Palmer Hargreaves Wallis Tomlinson, which had handled the business for 14 years (MW March 10, 2005).

Last month, MCBD created a campaign for Subaru UK’s launch of the Impreza (MW 4 October) that carried the strapline “Subaglue: it sticks to the road”.

Subaru is tipped to promote John Fossey to its top marketing role (MW 11 October) following the departure of Jon Nealon last month.

Fossey, who joined the marque earlier this year from Chrysler Group, is currently Subaru’s marketing manager.

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