SANTA MONICA, CA: TrueCar, an online car-pricing website, has selected M Booth as AOR.
The decision followed a multi-round competitive review that began in August involving 10 agencies. Four firms were invited for a final pitch.
The scope involves consumer- and corporate-facing media relations and social media to raise awareness of the brand among car buyers, dealers, business and technology media, industry analysts, and automotive dealer publications.
“We want to educate the dealers on the importance of TrueCar and how we can really help their business,” said Chintan Talati, director of media relations at TrueCar.
The agency will also manage marketing and event support, measurement, executive speaking opportunities, and viral marketing programs.
Messaging will involve “telling the corporate story to attract more dealers, and really just communicating the fact that TrueCar is changing the way consumers and dealers are buying and selling cars,” said Rich Goldblatt, SVP at M Booth.
The budget of the one-year contract is $240,000, though Talati said the company may exceed that amount due to the company's goals and the type of work it wants to do. M Booth will manage the account from its New York office.
“It really should be a great opportunity to tell the story to key business outlets and to tell the story to a different consumer audience,” Goldblatt said.