Factory agencies did not 'win' ads
Your Dec. 21 story that said the national agencies are the big 'winners' in General Motors' hostile takeover of dealer ad groups is not quite correct.
The factory agencies were never agile enough to 'win' that business. Chevrolet's agency, for example, tried unsuccessfully for years to become a factor in regional advertising but was totally dominated by the high-energy local and regional agencies.
Companies like J.W. Messner, the Martin Agency, Strong Automotive, BA Advertising and literally threescore other more capable and creative shops held regional business because they were quicker, better, smarter and more responsive to the retail needs of dealers.
The ad business is a tough, hyper, competitive business where an actual 'win' really means something, i.e., great ideas are dynamically and successfully presented in competition with agile competitors. In that arena, the local shops stand undiminished and unbowed.
Their inferiors now have that unearned regional business, but in the ad agency business we'll always remember with contempt that the factory agency 'win' came via fiat, not through actual competition or ability.
Fitzgerald Advertising Inc.
Lutz overlooked a major point
Your excerpt from the Robert Lutz book was great, but it overlooked the most important facts.
It didn't mention the thousands of dealers who for 30 years sold and serviced the poorly designed and poor-quality products that Chrysler Corp. built while it was getting its act together.
Larry Roesch Automotive Group