I’m being put on an auto account for the first time. Is there anything you wish you knew before doing work for a car brand?

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Gas is on the right. Brake is on the left.

funnylikehelpful

It’s a lot of driving footage paired with RTBs. You’ll be good.

likesmart

For a second I thought you meant AI was handling the account.

funny

Car companies are typically super safe and it’s hard to sell really fun or exciting work. Not impossible, just really hard. They enjoy showing sheet metal and driving footage aka just their shiny product, which makes sense. But it also makes it hard to create anything that breaks through the noise. If you don’t have any car experience tho it’s good to have. Also depends on which car company you’re working on, but what worked well for me was to show safe ideas client would like, then show more creative and fun ideas that sort of scared or pushed them but were really interesting. Best of luck 🫡

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Also learn about funnels. There’s 3. National, regional and local

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dealers are either 100 years old or they inherited the dealership from their Dad.

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Know what ICE means lol. Try and learn some basics about car parts and servicing. They are also tough to photoshop in different scenes - from dirt roads, snow, etc., as clients don't always have budgets for shoots, but AI has been a big help on that front lately. They can also be challenge to shoot, the lightning set ups especially at night and in-studio can be intensive.

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Also, try and understand early on the brand's pain points and goals. Whether it's elevating awareness, changing brand perception, etc., and take that with you in every brief.

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Know you’ll never be able to do anything about dealers so don’t waste your energy on frustration

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It’s a boys club

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Not true. A lux auto account was 80% women

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Make sure you check the specs on the rotary girder

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