For an 11th year, MediaPost is
naming its picks for top automotive marketers and agencies.
Mike Tripp was recently named MediaPost’s automotive marketer of the year. Toyota's
highly effective marketing strategy is built on a "total-market" approach that emphasizes reliability, safety, and innovation while targeting a diverse, global consumer base. It clearly works, as
evidenced by the tremendous U.S. sales.
For the remaining awards, there was a large array of choices from many submissions, and a panel of industry observers, experts and
marketers had the arduous task of finding the best of the bunch.
The winners will be honored at the Marketing: Automotive conference during the New York International Auto Show on April 1 at the Javits Center in New York.
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The jury that selected the award winners included lead jurors Tanya Gazdik, editor, Marketing:
Automotive, MediaPost; Ian Beavis, chief strategy officer, AMCI Global; and Scotty Reiss, founder, A Girl's Guide To Cars.
Other jurors were Elgie Bright, automotive marketing and
management department chair, Northwood University; Noah Mallin, chief of brand strategy, IMGN Media; Luis Miguel Messianu, founder-president-chief creative officer, MEL; and Omar Rana, automotive
content creator at OmarDrives.
The Automotive Agency of the Year goes to Saatchi & Saatchi. As the lead agency for Toyota for many years, its work is a model of
consistency and connection with what is important to its audience. Toyota hired Saatchi & Saatchi, then known as Dancer Fitzgerald Sample, as its U.S. agency in 1975. It was was acquired and
merged into the Saatchi & Saatchi network in the 1980s.
Best Integrated Campaign (Three channels or more, including online) goes to Toyota for the 4Runner
campaign created by Saatchi & Saatchi and Conill.
The campaign features a 30-second and 15-second CTV spot, “Into the Wild,” from Saatchi, as well as a variety of 6-second and 15-second NLV spots. Creative captures the spirit of the 4Runner,
showcasing its ability to inspire confidence and find adventure at every turn.
Creative from Conill takes the all-new 2025 4Runner launch to unexpected territory. Blending
the excitement of off-road adventure with the dream of land ownership, the campaign invites adventure-seeking Latinos to enter a contest for a chance to win an all-new 2025 Toyota
4Runner and a piece of land of their choice to create their ultimate playground. The campaign features a 30-second spot starring a charismatic realtor who showcases the stunning views both
inside and outside the all-new 4Runner. A custom real estate listing on realtor.com places the all-new 4Runner in a space where car campaigns rarely venture.
Best
Electric Vehicle Campaign goes to Cadillac for “Let’s Take The Cadillac” from 72andSunny, which posted that "it isn’t just a tagline—it’s an invitation.” Created under the auspices of former Cadillac CMO Melissa Grady Dias, the campaign focuses on what
research revealed about Cadillac owners, who are social and enjoy sharing their vehicles. The effort includes spots for the Optiq and the
Vistiq.
Best Social Media Campaign goes to Jeep for “The Family SUV” from Highdive featuring comedian Iliza Shlesinger. The long-form video premieres on Jeep brand’s YouTube
channel, with shorter-form video content to run across the Jeep brand’s social media channels: Instagram, Facebook, X and TikTok.
Best Multicultural or Interest Group
Campaign goes to Hyundai Motor America for the Hyundai Palisade Hybrid effort “Elevating What’s Next” from Lopez
Negrete Communications. The campaign’s message: Hispanic consumers have a desire to do more, achieve more, and be more without compromising their identity or the values that matter most to
them.
Best Interactive Execution or Campaign goes to Ford Motor Co. for "American Icon: A Mustang Immersive Experience" created by Imagination in partnership with the
Peterson Museum. The Los Angeles exhibit was billed as a "journey through culture at the wheel of the world's most popular sports car.” Attendees explored the influence of the Ford Mustang
through immersive storytelling, a 4D thrill ride and a display of the most famous movie Mustangs in history.
Finally, Best Campaign Activation for a Dealer
Group goes to Empire Automotive Group owner Michael Brown for his Empire Advantage initiative that puts customers "front and center" at every stage of their interaction with any of the
company's dealerships, irrespective of the brand. The campaign used centralized digital activations and community-based branding to tout the company's people-centered customer experience.
Congratulations to all the winners.