EchoPark Automotive, a subsidiary of Sonic Automotive, one of the largest automotive dealership groups in the United States, today announced that it has selected VaynerMedia as its fully integrated agency of record. In a first-of-its-kind partnership, the agency will be responsible for providing full creative, strategic, analytical, social, and media services as the brand expands its advertising and marketing capabilities.
VaynerMedia’s appointment was awarded following a competitive review. The fully integrated agency of record reflects a new style of a business partnership, in which VaynerMedia is responsible for all aspects of EchoPark’s marketing efforts and is held accountable for business results. The agency will apply its volume-based content model, the Vayner Volume Model, in an effort to broaden EchoPark’s cultural relevance and engage with new audiences.
“At EchoPark, we’re focused on disrupting our category with innovation and care for our guests. Our mission is to ensure the car browsing, shopping, buying, and selling process is inspirational, exciting, transparent, and fun. We want to set best practices in retail, regardless of the category,” said Dino Bernacchi, Chief Marketing Officer of EchoPark Automotive. “We found VaynerMedia to be a synergistic and natural partner with a proven track record of building real emotional connections with consumers, based on daily consumer insights, keen measurement in target profiling, and embracing an innovative spirit. Their disruptive approach makes them the perfect partner for us.”
“We’re incredibly excited to partner with EchoPark, as we share many of the same principles and ethos when it comes to the consumer,” said VaynerMedia CEO Gary Vaynerchuk. “Implementing our full Volume Model across creative, strategy, media and analytics will allow us to be fully accountable for their advertising services, using insights to better connect with the consumer and drive culturally relevant ideas.”
“We’re on a growth trajectory targeted to reach 90% of the U.S. car-buying population by 2025 and partnering with the team at VaynerMedia is a critical step to help us achieve that goal and aligns with the launch of our new, best-in-class eCommerce website. These two efforts are transformational for our company, our business model, and our category,” said David Smith, CEO of Sonic Automotive. “With 39 EchoPark Experience Center locations and growing across the country, we’ll cover the entire car buying process from online to in-store with our award-winning guest experience grounded in creating Happy Owners.”
EchoPark will immediately bring VaynerMedia on board and together the companies will plan for new brand campaign efforts later this year.