• Ad Age, Tuesday, November 30, 2010 11:45 AM

Big changes at Mazda North America this year. New CMO, new agency, new vehicles. Yet, the decade-old slogan, "Zoom-Zoom," remains. CMO Don Romano says it will continue to be a big part of Mazda's marketing even as the brand's story evolves.

"We'll be taking 'Zoom-Zoom' to the next level," Romano said. "Through the jingle we've gotten more recognition than what the brand stands for, so that will be a priority for us in the next 12 to 18 months."

Meanwhile, he and his global counterparts will be working with WPP's newly formed Team Mazda to define an integrated communications strategy that uses "Zoom-Zoom" to showcase competitive features such as the Mazda2's Skyactive engine and fuel efficiency as a competitive advantage for the company vs. a car-specific push. Details within.

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