Baltimore agency will provide media planning and buying services for nation’s largest privately held auto group, which operates 102 dealerships in 14 states
BALTIMORE (Oct. 4, 2016) – MGH, a full-service marketing communications agency, today announced it has been appointed the media buying agency of record for Hendrick Automotive Group. MGH was selected after an extensive and competitive request for proposal process in Hendrick Automotive Group's search to consolidate its media planning and buying services for all of its dealerships through one agency.
Hendrick Automotive Group is the largest privately held automotive retail organization in the United States, with 102 dealerships in 14 states (Alabama, California, Delaware, Florida, Georgia, Kansas, Louisiana, Maryland, Missouri, North Carolina, South Carolina, Tennessee, Texas and Virginia).
"We are thrilled to be selected as the single media buying agency of record for Hendrick Automotive Group," said Jane Goldstrom, president and COO of MGH. "Hendrick Automotive Group and MGH both follow a very team-centered approach to business, so we make a perfect match. We look forward to working with each dealership to help Hendrick Automotive Group as a whole achieve its goals and assist in the company's mission to be the premier quality vehicle retailer in the world."
"Our goal throughout this extensive process was to partner with one media buying agency that has the knowledge, experience and bandwidth to support our dealerships across the country," said Brian Williams, vice president of marketing advertising and brand development for Hendrick Automotive Group. "MGH impressed us with not only their superb background in media planning and buying in our markets and industry, but also their emphasis on working together. We feel it’s important to partner with companies that share our core values."
As media buying agency of record for Hendrick Automotive Group, MGH will represent all of the company's dealerships to provide research, strategy, and media planning and buying services for television, radio and digital advertising. MGH will provide a centralized media strategy for all of Hendrick Automotive Group's 102 dealerships and leverage the company's core attributes and values to drive sales.
"MGH's vast experience in working with multi-location businesses, particularly in the regions in which Hendrick Automotive Group's dealerships are located, played a big role in our being selected as the single media buying agency," said Mike Skandalis, executive vice president, planning director at MGH. "We are honored to be given the opportunity to work with Hendrick Automotive Group, and we will be utilizing our robust research capabilities, as well as our background and relationships with media outlets in these geographic areas, to develop strategic plans that lead to results."
Headquartered in Charlotte, North Carolina, Hendrick Automotive Group was founded in 1976 by Rick Hendrick, who today serves as the company’s chairman. Hendrick Automotive Group offers 29 manufacturer nameplates and employs more than 10,000 people. In 2015, Hendrick Automotive Group sold more than 198,000 vehicles and generated $8.4 billion in revenue.
Based in Baltimore, MGH is an integrated marketing and communications agency offering advertising, public relations, media planning/buying, creative design and production, interactive (design, strategy, development and marketing), market research, direct response, relationship marketing and social media marketing.
MGH maintains a diverse client base spanning multiple industries. Current clients include MASN, McCormick/OLD BAY, M&T Bank, Bray & Scarff, California Tortilla, Ocean City, Md., Department of Tourism, Nobel Learning Communities, Inc., Great American Cookies, Hot Dog on a Stick, Marble Slab Creamery, Pretzelmaker, Miss Utility and University of Maryland Medical System.
Visit http://www.mghus.com for more information on MGH and its services or connect with MGH via: Facebook at https://facebook.com/mghus; Twitter at https://twitter.com/mghus; or YouTube at https://youtube.com/mghtv.