Saturn Taps Goodby, Adding Entire Ad Account to Ion Launch

04 February 2002

General Motors unit Saturn last week shifted the whole of its $300 million ad account – including the launch of the Ion model in the fall – to San Francisco’s Goodby Silverstein & Partners.

The shop had been one of the finalists for the $100m Ion roll-out, along with New York’s McCann-Erickson Worldwide, D’Arcy in Troy, Michigan, and Wieden & Kennedy in Portland, Oregon. However, the client decided to add the rest of its creative assignments to the launch duties when it picked Goodby.

The agency ousts Saturn incumbent Publicis & Hal Riney, also in San Francisco.

Despite the win, Goodby will retain its duties for American Isuzu Motors, partly owned by GM. It has been hunting a new auto account since losing the Porsche business in 1998.

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