How is it working on an auto account? A lot of the creative seems…uninspired.

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Budgets are higher for sheet metal ads than any other product category. There’s just so many moving parts to coordinate. But you have to play the game with companies like GM who have inside widget counters. They don’t get it and will lop of a chunk of your budget. Go in with a really high number at the pre bid just to get the budget you really need.


It depends on the agency. Are you going to a great creative shop that will push the client to do great stuff? Or just a boring agency that’ll make sheet metal ads. Some places doing pretty good car work: Venables Bell, TBWA NY, Johannes Leonardo


TBWA has a very comprehensive, ground up approach to auto.

Overall clients are conservative, budgets are low, and it's hard to prove ROI


If you're considering it, make sure the agency does tier 1. A lot of automotive is tier 2, and I promise you will hate it.


👆🏼 But, all the agencies do the brand work, and in most cases then create the retail toolbox for either their agency to use and also for all the franchise’s to use for their local advertising. That toolbox gets shipped off to the retail agency handling that specific brand. It’s been done this way forever.


I wouldn't say all agencies do brand work. Unless you're counting regional shells as brand work, which I personally don't. Most of the agencies involved on an account might get some jump ball assignments every now and then for stuff like super bowl, but that's another nightmare in and of itself.

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