NEW YORK: RF Binder announced today that it has been named AOR for DealerTrack, a New York company that operates online services for auto dealers. CooperKatz and Company is the outgoing agency on the account.
Vince Passione, DealerTrack's EVP and COO, said that the company decided to issue an RFP to agencies because, while CooperKatz was a good firm, its "experience in the automotive space was somewhat limited."
"We were looking for someone with experience within the field, who knew the reporters and periodicals we were dealing with," Passione said.
CooperKatz could not be immediately reached for comment.
Kevin Brown, an associate at RF Binder who is working on the account, said the first move would be "implementing the full-service communication plan, getting [DealerTrack] out in the marketplace."
The agency will primarily be tasked with increasing DealerTrack's profile in the media.
RF Binder CEO Amy Binder will lead the account for the agency. The account amount was not disclosed.