• by Tanya Gazdik , September 10, 2023

Mazda North American Operations has selected Optimal as its first search agency of record.

The addition of the company to the automaker’s agency roster highlights Mazda’s commitment to being at the forefront of digital excellence, through leveraging Optimal's expertise in direct response, search and performance marketing.  Optimal will play a pivotal role in maximizing Mazda's digital presence and driving their business forward, according to the automaker.

The agency and automaker declined to reveal spending, but said that Mazda has “gained significant efficiency via SEM, decreasing cost-per-engaged-visitor by a third.”

Mazda began working with Optimal in February 2023 with paid and organic search and digital public relations for all Mazda North American Operations lines. The agency took over management of all digital media for CX-50 beginning in June.

Growing out of the recent search partnership, Optimal also has been selected as MNAO’s performance marketing AOR for its CX-50 vehicle campaign.  

“We’re excited to work closely with Optimal’s performance digital media experts to develop a dynamic, innovative go-to-market approach,” said Brad Audet, CMO, Mazda North American Operations, in a statement. “Optimal’s focus on data-driven insights to fuel real-time optimization will help us drive meaningful long-term growth.”

Optimal aims to inspire audience action with a data-driven, strategic and dynamic approach. The agency uses proprietary data, technology and media solutions to deliver results for brands, companies and causes.

The agency will help maximize Mazda's digital presence, says George S. Rogers, Optimal's executive chairman.

"In today's digital landscape, we are witnessing a shift where innovative brands are refocusing their efforts on performance marketing to drive tangible results quickly," Rogers says.