Stein Rogan + Partners was named agency of record by cars.com, an automotive Internet hub, and given an 18-month, $26 million assignment.
Cars.com, a subsidiary of Chicago-based newspaper consortium Classified Ventures, is designed to provide consumers with automotive information and a database of new and used vehicles. Stein Rogan + Partners said it will develop national brand advertising and will support local market rollouts as well. The campaign will include national print, broadcast and digital media, as well as local newspapers.
“Cars.com has the core assets to build a leading automotive brand on the Internet,” said Greg Stuart, vice president of marketing for cars.com. “The combination of our newspaper affiliates’ established relationships with car buyers and automotive dealers, as well as Stein Rogan + Partners’ expertise as online brand architects makes a formidable team.”
Cars.com provides listings for thousands of new and used vehicles and arms consumers with current prices, ownership operating costs, independent automobile reviews, an auto loan calculator, performance data, recall information, and tips on how to negotiate a fair price.
“Cars.com will be the lead player in the online automotive marketplace because the site is unparalleled in terms of informative content and resources,” said Tom Stein, president of Stein Rogan + Partners. “The challenge will be to introduce the service to car buyers and owners and teach them what a valuable tool it is as we enter each local market. Once we’ve rolled out in enough local markets, we’ll launch a major campaign for the national cars.com brand.”
Classified Ventures is funded by eight large newspaper companies. Stein Rogan said the site will be co-branded with each affiliate newspaper and its Web site in each market.
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