Orange County Business Journal

Costa Mesa Shops Win Yamaha Motor Account

Mediha DiMartino Wednesday, February 26, 2014

Cypress-based Yamaha Motor Corp. USA selected two local ad shops to handle its advertising, ending a three-month review for the national account.

The company is a unit of Japan-based Yamaha Motor Co. and makes motorcycles, watercraft and all-terrain vehicles. It also makes motorcycles and accessories under its Star brand.

GearShift Advertising in Costa Mesa will handle creative duties as Yamaha’s advertising agency of record. The agency’s “deep understanding and passion for the Yamaha and Star brands” helped tipped the scales in its favor, according to Yamaha General Manager of Communications Bob Starr, who managed the review process.

GearShift partnered with digital agency ymarketing in Costa Mesa for “its digital media expertise.”

“Ymarketing played an important role in helping us shore up our digital media needs and win the Yamaha account,” Norm Tribe, GearShift’s digital creative director, said in a news release.

This was a first win for GearShift, a brand new agency. The account was previously handled by Marshall Advertising in Costa Mesa. Yamaha did not disclose its advertising budget. The Business Journal estimates the value of the account to be between $10 million and $20 million a year.

“We are thrilled and humbled to have been chosen as Yamaha’s agency of record,” said GearShift’s President Thomas Blinn. “It was a very competitive review process involving a number of highly qualified and talented agencies, so the win is particularly satisfying. We’re looking forward to building engagement and sales for Yamaha Motorcycles, ATVs, and Side-by-Sides, Star Motorcycles, as well as other related products and services.”