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AutoTrader Digital Account Goes To Critical Mass

By Andrew Redfern @ 4th July 2008 10:53 am

Critical Mass has been named the interactive agency of record for AutoTrader.com, the ultimate automotive marketplace.

Critical Mass’ team will develop and execute digital marketing strategies for the AutoTrader.com brand, helping to deliver results for its business-to-consumer and business-to-business efforts, including online media, rich media, house ads, microsites, e-mail, mobile and search.

Critical Mass will also craft the interactive component of AutoTrader.com’s recently announced national advertising campaign to highlight AutoTrader.com’s new vehicle inventory. Long known as the No. 1 site for buying and selling used vehicles, AutoTrader.com has built up its inventory of new vehicles, with over 1.5 million new vehicles now posted for sale on the site.

“We selected Critical Mass because of its proven track record of innovative thinking and strategic insight,” said John Kovac, Senior Director of Consumer Advertising, AutoTrader.com. “This partnership will enable us to take our digital initiatives to the next level, both from a creative and business standpoint.”

“We are looking forward to working with AutoTrader.com,” said Scott Shamberg, Senior Vice President, Marketing & Media, Critical Mass. “They are considered a pioneer in the automotive space and we are eager to support their expansion into the new car category through a comprehensive media strategy that will keep them ahead of the pack.”

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