Mojo gets out of MDL’s dreams—and into its cars

Motorcorp Distributors Limited (MDL), the authorised importer/distributor of Jaguar, Land Rover, Range Rover, Renault, and Volvo in New Zealand, has appointed Mojo and its media arm ZenithOptimedia after a competitive pitch, leaving a rumoured agency list of Shine, Droga5 and River/GI Media in its dust.

Russell Reynolds, executive chairman of MDL, says the appointment is a positive step in building the profile of the brands and taking them to a new level in the local market.

“The automotive sector has been through a period of significant change in the last few years and this has created a new landscape for the industry as whole. We were looking for a partner that could work with us across our entire portfolio to realise the significant growth opportunities that exist for our brands and we believe Mojo and ZenithOptimedia are the team to help us do just that.

“With the re-launch of Renault, a number of new Volvo and Jaguar models in the market, and Land Rover involved as the Official Vehicle Supplier to the 2011 Rugby World Cup, we have some real opportunities to grow our brands and our market share over the next year,” he says.

When spoken to last week about the pitch he said the decision to have just one agency looking after all the brands was one of many areas that needed to be addressed as part of the company’s efforts to restructure the business.

“It’s not to say there’s weakness with our existing partners [Special Group, which had Volvo, and River, which had Jaguar, Landrover and and Range Rover]. But what I want to do from a business perspective is consolidate our marketing budgets and get a company that is more a partner than just a supplier.”

It’s a nice little biscuit for Mojo, which according to the NBR, has reported losses for the last 11 years and, while still holding on officially to its prized Lion Nathan account, seems to be getting attacked from all sides, with project work recently being dished out to other agencies for Speight’s and Steinlager. Not surprisingly, Robert Harvey, group managing director of Mojo and ZenithOptimedia New Zealand, is pretty chuffed.

“They are incredible brands with strong heritage and we look forward to working with the MDL team to realise their potential in this market and drive business growth over the coming years.”

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