DMEautomotive Launches "CreativeLab" to Deliver Cutting-Edge, Science-Based Creative Services
DAYTONA BEACH, FL--Oct. 10, 2013: DMEautomotive today announced the formation of a new creative team: the DMEa CreativeLab. The CreativeLab accelerates the company's creative services to rival agency-level capabilities and is tasked with helping DMEa customers exploit emerging opportunities in the rapidly evolving automotive marketing landscape. Led by advertising veteran and innovator Chris Zobel, CreativeLab provides pioneering creative design and execution that serves as the sharpened point of the 'science' spear that drives DMEautomotive's retention marketing services and technologies. Additionally, the company announced that Zobel has been selected to present on mobile marketing at the 2013 J.D. Power Automotive Marketing Roundtable in Las Vegas on October 17th.
"Just as 'new era' marketing is based on science - and understands who to target, with what message and when - 'new era' creative must also reflect this new, deeper craft. Chris' team does just that," said DMEautomotive CEO Mike Walther. "CreativeLab produces deep-thinking, data-driven, actionable and just really, really cool creative. The team modulates everything, from tone to content, based on who that consumer is, and then transforms it into something completely engaging. Plus they are experts at how to integrate each piece of creative into the specific format the consumer is communicating in - whether email, passbook, print or mobile - to make it easy and efficient to click, call or visit the dealership/service center."
According to Walther, the team was formed in response to a clear need in the dealership and aftermarket space for agency-level marketing creative that is harnessed to science. As part of DMEa's Strategy & Analytics team, CreativeLab is able to tightly align creative design and execution directly with consumer insights gained through research, analytics, and creative tests.
Zobel, who joined DMEa in 2012, is an 18-year veteran of digital advertising. He led a variety of automotive digital marketing initiatives at multiple agencies, including Foote, Cone & Belding, Ogilvy & Mather, and TBWA\Chiat\Day. Recently, Zobel created DMEa's RED (Responsive Email Design) initiative, which dramatically increases click and open rates for clients. RED solves the discrepancy between the number of emails opened on mobile devices and the lack of available technology that enables easy email communications and optimal reading experience for the mobile dealership consumer. RED is now a key component of DMEa's recently launched Journey NXT, which targets total customer retention.
"We truly have one thing in mind with the CreativeLab: to create a stronger consumer – dealer relationship," said Zobel. "We do this through the perfect fusion of science, creative and copy. We hope that the CreativeLab can help foment a shift in the auto industry, from old one-size-fits-all marketing habits, to more efficient, effective - and much more exciting - science-driven new era marketing."
Zobel's presentation at J.D. Power 2013 Automotive Marketing Roundtable takes place an October 17th at 9:25 am at the Bellagio Hotel in Las Vegas. Titled "The Auto Mobile Consumer: From Sales to Service, Adapting to the New Normal", the presentation offers critical, data-driven, proven strategies to help marketers embrace and integrate mobile into their day-to-day marketing.