Hearst Autos is ramping up its division through a rebranding that will allow it to experience greater scale while deepening its data and ad capabilities.
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.
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“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.”