Buell Taps New Ad Agency

Buell Motorcycle Co. has tapped Crispin Porter + Bogusky to handle its advertising. The account was previously handled by Laughlin Constable.

CP + B has also worked with Bell Sports, Burger King, Domino’s, Geek Squad, Microsoft Windows, Volkswagen, Sprite, Giro and Shimano American Corp., among others. It has offices in Miami and Boulder.

CP + B in February announced a plan to lay off 60 employees, about 6.7 percent of its total staff, in a move the agency said was a response to the downturn in the economy.

Laughlin Constable has been Buell’s advertising agency of record for the past 14 years. It has worked with HBO, McDonalds, Castrol, Master Lock, Salon Selectives, Cottonelle, Hefty and Firestone, among others. It has offices in Chicago and Milwaukee.

“We view CP+B as a next-level resource we can use to rev up our efforts to build awareness of Buell as the only American sport bike brand,” says Mark-Hans Richer, chief marketing officer and senior vice president of Harley-Davidson Motor Co.

CP + B will work exclusively on the Buell brand, and not on any Harley-Davidson projects. Minneapolis-based Carmichael Lynch continues in that role for Harley-Davidson motorcycles.

- Submitted by Guido Ebert