Covisint Awards Worldwide Marketing Campaign to Young & Rubicam Inc

By just-auto.com editorial team | 30 October 2000

Covisint, the global automotive business- to-business exchange, today announced the award of its current worldwide marketing campaign to Young & Rubicam Inc. Led by Y&R Group Detroit, the global agency team includes Landor & Associates, Y&R Advertising, The Media Edge, and Impiric employees in Detroit, New York, San Francisco, London, and Tokyo.

The announcement comes on the day that Covisint's worldwide marketing campaign breaks with global print and Internet advertising introducing Covisint's brand identity. The ads appear in business and trade publications throughout the United States, Canada, the U.K., France, Germany and Japan and on targeted automotive and financial web sites.

"Covisint's worldwide marketing campaign is designed to introduce its brand identity to auto manufacturers and suppliers across the globe," said Alice Miles, Covisint Executive Planning Team and Ford Motor Company Lead. "Y&R's strong expertise in managing brand-based, global, integrated marketing campaigns is a great asset to us as we launch Covisint."

Landor & Associates is responsible for developing Covisint's brand identity and communications architecture. Y&R Advertising, together with The Media Edge, is charged with the advertising creative and media buy. One-to- one and interactive communications are handled by Impiric.

"Our marketing campaign is designed to tell our customers and partners about who we are and about our plans for a comprehensive and integrated product offering focusing on product development, procurement, and supply chain management," said Mick Koster, Covisint Marketing Lead. "The look and feel of our brand identity system will reflect Covisint's ingenuity and flexibility."

Covisint's brand outlines a place where people, products, information, and services come together to transform the automotive industry. To illustrate its brand positioning, Covisint has created the Connector, a graphic element that links images and ideas and communicates Covisint's role as a facilitator and a powerful new medium for collaboration.

Covisint will differentiate its brand by leveraging its rich expertise in the automotive industry, its product breadth and depth, its enormous reach and scale, and perhaps most importantly, its drive to create opportunity for the industry through speed, efficiency and collaboration. Covisint's tagline, "Accelerating the Pace of Business," underscores this message.

"Y&R is thrilled to be working with Covisint -- a company that is on the leading edge of e-commerce and Internet marketing," said John Gillis, Chief Operating Officer of Y&R Group Detroit. "Our integrated, global marketing expertise makes us well-suited for the challenge of helping to build and promote the Covisint brand."

Announced in February 2000, Covisint is an automotive e-business trading exchange being formed by DaimlerChrysler, Ford Motor Company, General Motors, and Renault/Nissan. Covisint will provide original equipment manufacturers (OEMs) and suppliers the ability to reduce costs in their respective supply chains and bring efficiencies to their business operations. Covisint's temporary headquarters are in Southfield, Mich., and it expects to establish offices in Europe and Asia. For more information, go to www.covisint.com .

Since being announced in February, a number of automotive suppliers have publicly expressed their support for Covisint. Those companies include: A.K. Steel, ArvinMeritor, Autoliv, BASF, Collins & Aikman, Dana Corporation, Delphi Automotive, Denso International America, Dura, Ernie Green Corporation, Federal Mogul, Flex-n-Gate, Freudenberg NOK, Johnson Controls, Inc., Lear Corporation, Magna International, Plastech, Tower Automotive, Visteon and Yazaki International.

Young & Rubicam Inc. is a world leader in commercial communications - a network of preeminent companies in advertising, perception management and public relations, brand identity and design consultancy, database marketing and customer relationship management and health care communications. Headquartered in New York, Young & Rubicam ranks among the world's leading consolidated marketing communications companies, and is a member of the WPP Group.