Direct response agency Euro RSCG Edge has been named online media agency of record for CarMD.com, a site that helps consumers with auto diagnostics and maintenance. The Havas agency had been handling CarMD's search engine marketing since December and is also CarMD's DRTV media agency. Previously, most of CarMD's online media has been purchased in-house, according to Tom Hubbard, Euro RSCG Edge's vice president of online marketing.
Hubbard said the agency's work for CarMD will utilize tools such as the agency's proprietary display media-buying platform Archer, as well as integration with offline media. In addition to SEM, online channels emphasized this year will include mobile, display, advertorial and social media, Hubbard said.--Les Luchter