Who Billed The Electric Car? Red Bricks Will For SEM

San Francisco-based Red Bricks Media has landed the SEM account for CODA Automotive, a Santa Monica-based company that is developing a mass-marketed electric car and battery.

The assignment comes a month after CODA tapped Los Angeles-based digital agency Goodness Mfg as its agency of record for creative brand development, strategic planning, media planning and buying, digital, social media and experiential marketing, for what promises to be an unconventional and unprecedented automotive marketing effort.

"There are many exciting challenges in accelerating the adoption of all-electric cars, and we are thrilled to have Goodness Mfg along with us for the ride," CODA CMO Kerri Martin stated upon last month's agency assignment, emphasizing that the agency assignments were based on a "need to quickly adapt to the ever changing world, without being weighed down by traditional agency silos," and for "doing business differently in the auto industry."

CODA isn't simply trying to launch and market a new brand of automobile, but will also be trying to change American lifestyles and old dependency. A key component of its marketing strategy will be selling directly to consumers, as opposed to the traditional automotive manufacturing/dealer sales chain, which suggests that search will in fact be an integral element of its strategy.

"Red Bricks Media will be working with the CODA team on search engine marketing and optimization to sell directly to consumers and deliver a unique customer ownership experience in order to build a community of passionate electric car advocates," said Scott Neslund, who joined Red Bricks Media as CEO in January from CEO of WPP's Mindshare unit.

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