Carma appoints Fourteen10 to lead media strategy

Carma has appointed Fourteen10 to handle its media strategy, planning and buying, with a focus on building brand salience and trust while strengthening the connection to performance across its Buy from Carma and Sell-to Carma offerings.

The announcement:

Carma has appointed Fourteen10 to lead its media strategy, planning and buying, with a mandate to build brand salience and trust while tightening the link to performance across both Buy from Carma and Sell-to Carma offerings.

Following a competitive process, Fourteen10 was selected for its marketing-science approach and proven ability to connect “Create Demand” and “Capture Demand” into a single, decision-driving operating system, with its experimentation led approach to marketing tailored to Carma’s stage of growth.

“Selling and buying a car is an important decision for Aussies, often it is the second biggest purchase after buying a home. We chose Fourteen10 for their marketing-science rigour and ability to join brand building with performance in one operating system. Their plan helps us earn attention efficiently now, spike fame at key moments, and tighten the path from first impression to valuation and sale so more Australians experience Carma’s quality, convenience and confidence,” said Emily Meier-Murren, director of marketing, Carma.

A near-term focus will be to amplify Carma’s 5-star customer experience, driving awareness and consideration of Carma across a diverse set of ATL touchpoints.

“Carma’s category is noisy and attention is scarce, so our job is to earn more attention per dollar, faster,” said Cameron Roberts, Director at Fourteen10. “We’ll be running a dynamic, full-funnel plan that reaches future customers and keeps capture airtight and then rebalance with discipline as experimentation leads us to better capital allocation.”

This appointment follows Fourteen10’s recent engagement with Stake to advance acquisition through operating models that merge brand and performance, a hallmark of the agency’s scaled-expertise approach.

Source: Fourteen10