JWT beats four in tussle for Mazda task in Singapore

The agency partnered Burson-Marsteller and Maxus for the initial pitch, which involved proposals for a brand campaign. This has since expanded to include all product advertising in Singapore, covering all car models, product launches and tactical advertising. "The decision we came to was based on several factors, especially quality of creative ideas. JWT demonstrated the 'zoom-zoom' passion Mazda likes to see," said Mazda marketing head Philip Lu. "We also need hard-hitting advertising that gets results. We're asking JWT to give us this." JWT managing director Angus Fraser noted that the win confirmed the agency's continuing revival, coming after success at the Singapore Creative Circle Awards, and nabbing HSBC's local below-the-line business in mid-2005. "We're once again a force to be reckoned with," said Fraser.