The division will combine the scale of Hearst with Jumpstart data, coupled with the brand recognition of Car and Driver and Road & Track and their ad media offerings.
The Hearst Autos division was launched in 2016.
“We approached the rebranding primarily as a way for Hearst Autos to finally assimilate Jumpstart, but we needed to both organize the entire offering in a way that made sense and also make an impression,” Michelle Panzer, Chief Marketing Officer for Hearst Autos, told Publishers Daily.
“With START (for advertising), ACCELERATE (for consulting), and the two consumer brands (Car and Driver, Road & Track) for shoppers and enthusiasts, it’s easy to identify our constituents and the means to reach them.
"It’s also clear how all these offerings now overlap and interact — no longer segregated by in-market or lifestyle, but as a comprehensive solution to marketers,” Panzer adds.
The newly defined division plans to release new products, experiences and tools this year and in 2020, including ramped up content creation across a new website and social channels. Those products launched this week and a podcast series is coming.
Other offerings include an ad-agency tour in a branded ice-cream truck this summer, an activation at New York Fashion Week and a scaled up presence at the L.A. Auto Show.
Matt Sanchez, CEO of Hearst Autos, told Publishers Daily: “This rebranding is an opportunity to frame our investment in a deeper and more useful relationship to the consumer, and create enticing products for the marketer.”