Agencies to recharge brand as the #1 digital automotive destination in Canada
TORONTO, Feb. 28, 2012 /CNW/ - TRADER Corporation, Canada's leading online destination for new and used cars, named DDB Canada agency of record (AOR) and OMD Canada media agency of record (MAOR) for autoTRADER.ca, which offers the largest inventory of used and new vehicles in Canada. Together DDB Canada and OMD Canada have been charged with re-launching the brand and changing perception from the recognized leader in printed automotive classifieds to claim its rightful position as the #1 digital automotive destination in Canada.
"autoTRADER has a long history of being Canada's go-to source for automotive classifieds, and we are pleased to have the opportunity to drive the brand forward in the digital realm," says Melanie Johnston, SVP managing director, DDB Canada. "We are developing a highly-strategic, multi-channel creative campaign to increase awareness of the brand as the place to buy and sell vehicles online and drive traffic to autoTRADER.ca."
"Each component of the campaign is integrated and will be optimized to deliver the goals set by autoTRADER.ca to get them where they need to be in 2012. The campaign is recent evidence of the integrated DDB/OMD results focused partnership," says Cathy Collier, CEO, OMD Canada.
autoTRADER.ca's first campaign developed by DDB Canada is expected to launch at the beginning of March 2012.
"DDB Canada best demonstrated insights into the Canadian automotive market, the needs of car shoppers and how to position autoTRADER in this context," says Sebastian Baldwin, president, TRADER Corporation. "We were impressed by their solid track record of developing breakthrough creative that delivers results to clients and we trust that their idea will help breathe new life into the autoTRADER brand."
DDB Canada was named AOR following a competitive pitch that involved four shortlisted agencies. DDB Canada will work closely with OMD Canada, which was named MAOR and is now responsible for media planning and buying for autoTRADER.
About TRADER Corporation
TRADER Corporation is a trusted Canadian leader in print and online media, managing automotive consumer marketplaces and publications. The company's primary online destinations include: autoTRADER.ca™, autoHEBDO.net™, Autos.ca and BuySell.com. autoTRADER.ca offers the largest inventory of new cars and inventory of used cars in Canada, available via our website and mobile applications. Visitors buy or sell cars, trucks or other motorized vehicles quickly, easily and conveniently. Buyers can search based on vehicle model, make, colour and geographic location to find the deal that is right for them. Autos.ca is the online destination for auto enthusiasts, featuring car news and car reviews from well-known automotive journalists. Follow autoTRADER.ca on Facebook at http://www.facebook.com/AutoTraderCanada or on Twitter at http://twitter.com/autotrader_ca
About OMD Canada
OMD Canada, with offices in Toronto, Vancouver and Montreal, is part of OMD Worldwide, a leading media communications agency with more than 8,000 employees in 97 markets serving many of the world's leading brands. Internationally recognized for its global footprint, strategic integration and creative innovation, OMD has been named Most Creative Media Agency by The Gunn Report for an unprecedented five consecutive years; Adweek Global Media Agency of the Year in 2008, 2009 and 2011; and Advertising Age US Media Agency of the Year in 2005, 2008, 2009 and 20011. OMD Worldwide is a unit of Omnicom Media Group, the media services division of Omnicom Group Inc. (NYSE: OMC). Canadian clients include Apple, McDonald's, Pepsico, Rogers, Warner Bros., and many others.
About DDB Canada
DDB Canada is the most creatively acclaimed, internationally recognized marketing communications agency in Canada. Known for advertising that generates significant results for clients, DDB Canada is a "total communications company" whose fundamental belief is that creativity is the most powerful force in business. DDB Canada has offices in Vancouver, Edmonton, Toronto and Montreal. The agency's integrated groups include: DDB Kid Think (youth marketing), DDB Public Relations, Tribal DDB (online and interactive), Karacters Design Group, Rapp Canada (direct), Radar DDB (social media marketing), DDB Hodes Recruitment Communications (recruitment marketing) and Shopper DDB (shopper marketing).
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