BREA, Calif. - In a move designed to build upon the company’s recent success and rapidly improving brand image, American Suzuki Motor Corporation (ASMC) today announced Siltanen & Partners (S&P), an independent agency based in Marina del Rey, Calif., as the company's new U.S. advertising agency of record for its automotive division.

The announcement is a significant business decision that not only illustrates Suzuki's focus on ensuring its products and messages are always on target, but it reinforces the company’s ongoing commitment to the U.S. market. S&P replaces Dentsu Next of Brea, Calif., which has represented the automaker since 2000 when it was known as Colby & Partners. Dentsu Next will continue its support of motorcycle and ATV marketing for American Suzuki.

“Dentsu Next has done a lot of great work to energize the Suzuki brand, and while we felt the time was right to change our advertising partner, this shift allows Suzuki to build on the past successes Dentsu Next helped support,” said Gene Brown, vice president of automotive marketing and public relations for ASMC. "Siltanen’s broad automotive experience, combined with its strategic insights and targeted approach, will further bolster our marketing activities, and we look forward to immediately tapping into Siltanen’s resources and its seasoned senior leadership team."

S&P’s scope of work for Suzuki will be to emphasize strategy and creative development, and also will include a wide range of marketing efforts including aspects of non-traditional advertising, national event campaigns, and other advertising and promotional initiatives. S&P, whose roster of clients includes a variety of other well-recognized brands, will support Suzuki’s ongoing brand evolution, further positioning the company as a maker of vehicles for people who actively engage with life and all its discoveries, and who live life to the fullest.

"Siltanen & Partners is thrilled to join Suzuki, an exciting brand with a strong product line that is well suited for today's economy," said Rob Siltanen, Chairman & Co-Creative Director of S&P. "We are honored to have the opportunity to help tell their story."

Courtesy: American Suzuki Motor Corporation

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Posted by Naresh Koshti on 17 July, 2008 5:30:38 PM IST #