CHERRY HILL, NJ: Subaru of America has selected Brushfire as its AOR after a competitive pitch. Michael McHale, director of corporate communications for Subaru of America, said Subaru's last AOR was Ruder Finn in 2003.
McHale said the agency will primarily be handling media outreach efforts targeting lifestyle and consumer media outlets. “We’re very well-known and liked by the automotive media,” McHale said. “I just found we weren’t reaching out enough to lifestyle media and to general consumer media. And as often is the case when you’re an automotive manufacturer, you don’t tend to know those people as well as you should so sometimes you need a little help there.”
Michelle Goldstein, VP management supervisor at Brushfire, will lead the account out of the agency’s Cedar Knolls, NJ corporate office. She said the agency will promote Subaru’s entire line up of cars by first reaching out to reporters to test drive.
“First person is always a great story,” Goldstein said. “We’re looking to engage a wider array of consumers beyond those who read the automotive magazines. We’re going to take a unique look and try to show up in unexpected places such as travel, parenting, and lifestyle.”