Stein Rogan + Partners was named agency of record by cars.com, an automotive Internet hub, and given
an 18-month, $26 million assignment.
Cars.com, a subsidiary of Chicago-based newspaper consortium Classified Ventures, is designed to provide
consumers with automotive information and a database of new and used vehicles.
Stein Rogan + Partners said it will develop national brand advertising and will
support local market rollouts as well. The campaign will include national
print, broadcast and digital media, as well as local newspapers.
“Cars.com has the core assets to build a leading automotive brand on the
Internet,” said Greg Stuart, vice president of marketing for cars.com. “The
combination of our newspaper affiliates’ established relationships with car
buyers and automotive dealers, as well as Stein Rogan + Partners’ expertise as
online brand architects makes a formidable team.”
Cars.com provides listings for thousands of new and used vehicles and arms
consumers with current prices, ownership operating costs, independent
automobile reviews, an auto loan calculator, performance data, recall
information, and tips on how to negotiate a fair price.
“Cars.com will be the lead player in the online automotive marketplace because
the site is unparalleled in terms of informative content and resources,” said
Tom Stein, president of Stein Rogan + Partners. “The challenge will be to
introduce the service to car buyers and owners and teach them what a valuable
tool it is as we enter each local market. Once we’ve rolled out in enough
local markets, we’ll launch a major campaign for the national cars.com brand.”
Classified Ventures is funded by eight large newspaper companies. Stein Rogan
said the site will be co-branded with each affiliate newspaper and its Web
site in each market.