What, exactly, does it mean to select an "advertising agency of record"? We just learned that Fisker Automotive had chosen Lambesis to be its agency of record, and now Coda Automotive says it has picked Goodness Mfg to serve that duty for the start-up electric car maker. One definition is that an agency of record "coordinates the purchase of media time and space for a large corporation," and that sounds reasonable enough to us.

So, what will Goodness try to do for Coda? Oh, how about things like "strategic planning, creative content development and production, media planning and buying, digital, social media and experiential marketing" for the upcoming all-electric Coda sedan? Kerri Martin, Coda's chief marketing officer, said that Goodness had the innovative marketing style to match the Coda sedan. All of that digital, social media marketing will be used to sell the electric vehicle (EV) directly to the consumer and "deliver a unique customer ownership experience in order to build a community of passionate electric car advocates" once the car is widely available. The Coda EV is supposed to be available to individuals and fleets in California late this year, and the first Goodness ads should be unleashed this spring. Goodness recently created ad campaigns or websites for the Google Nexus One phone and Captain D's restaurant.

[Source: Coda Automotive]

PRESS RELEASE

CODA Automotive Selects goodness Mfg as Advertising Agency of Record to Launch All- Electric Car

SANTA MONICA, Calif., Feb. 24 /PRNewswire/ -- CODA Automotive, a California-based electric car and battery company, announced today the selection of goodness Mfg as its Agency of Record. Goodness Mfg's role will be to support the launch of the CODA all-electric car in late 2010 and CODA's on-going strategic and creative brand development. Responsibilities will include strategic planning, creative content development and production, media planning and buying, digital, social media and experiential marketing.

"Goodness Mfg is just as passionate about ending the dependence on oil as we are and preserving the environment for future generations," said Kevin Czinger, President and CEO, CODA Automotive. "We look forward to working together with goodness Mfg to show Americans that there is a fun, safe, and affordable way to accomplish these goals."

Goodness Mfg is known for creating powerful, emotional connections between brands and consumers, which made them a perfect match to help CODA jumpstart the electric car movement.

"There are many exciting challenges in accelerating the adoption of all-electric cars, and we are thrilled to have goodness Mfg along with us for the ride," said Kerri Martin, Chief Marketing Officer, CODA Automotive. "We chose goodness Mfg because of their strategic smarts, creative excellence and an understanding for the need to quickly adapt to the ever changing world, without being weighed down by traditional agency silos. Goodness Mfg's new agency model reflects the same innovative thinking as CODA's model of doing business differently in the auto industry."

As an American automotive company independent of the oil industry, CODA Automotive is leading the charge to accelerate the adoption of the electric car era by taking an unconventional and customer-centric marketing approach. Recognizing the inefficiencies of the traditional automotive business model and the opportunity for reinvention, CODA will sell directly to consumers and deliver a unique customer ownership experience in order to build a community of passionate electric car advocates.

Recently, goodness Mfg was acquired by Trailer Park, one of the largest integrated, digital production companies in North America, forming a new agency model that combines agency creative and services with production, all under one roof. This allows ideas and communication to get to market faster, which is critical as branding becomes more about the hundreds of micro-interactions with consumers versus just one campaign.

"We couldn't be happier or prouder to be teaming up with CODA to end dependence on oil and usher in a new era of electric cars," said Tom Adams, goodness Mfg Executive Creative Director. "To do good is a core tenet of goodness Mfg, and we couldn't think of a more perfect partner and perfect cause to do that with."

Work for CODA Automotive is expected to break this spring.

About CODA Automotive: Headquartered in Santa Monica, Calif., CODA is working to reduce dependence on oil and leading the way to a cleaner future by building 100% electric cars and transportation battery systems. CODA is working in a smart, inter-dependent way with a number of leading global technology and manufacturing companies to quickly and efficiently bring electric drive technology to market and jump start the electric car movement. Through its exclusive transportation and electric utility storage battery joint venture with Lishen Power Battery, CODA is also a leading designer and large-scale manufacturer of power battery systems. The American engineered, globally built CODA all-electric car will be available to consumers in 2010.

About goodness Mfg: goodness Mfg, a Trailer Park Company, is a hybrid agency that combines award winning creative talent with one of the largest digital production studios in the country. Located in Los Angeles, Calif., the agency is housed within a 65,000 sq ft production studio with over 300 full-time employees. Most recently, gMfg received extensive praise for its launch campaign and website for Google's Nexus One phone. Additional clients include Lucas Arts, Pearl Izumi, New Line Cinema, Netflix, and American Cancer Society
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