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Mazda Canada hires J. Walter Thompson

Mazda Canada has retained J. Walter Thompson of Toronto as its Canadian agency of record. The move is part of Mazda's decision to consolidate its North American account with WPP, of which JWT Canada is a division. WPP won the account in a review involving an unknown number of contenders, including incumbent Doner. The Canadian account will be serviced from the agency's Toronto, Montreal and Vancouver offices. The assignment includes advertising creative, customer relationship management, digital communications and collateral materials. Excelerator Media will handle 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." Mazda Canada spends approximately $40 million annually in media and production.

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