Yuma 4×4

Media and Communications

How has the relationship between you and the advertising agency evolved?

How has the relationship between you and the advertising agency evolved?


The agency used to be even more siloed than
we were, right? So there was your traditional TV agency and then there was the radio and
the newspaper and the media was siloed like that as well. Then there was digital. And
so there was different expertise, they didn’t necessarily talk to each other. So what we
have pushed our agencies to do and the agencies that we have partnerships with now look at
integration. So if I’m looking at a new advertising campaign for the new heavy duty
Silverado that I’m launching in Texas, I need an agency to be able to look at, okay,
what is the TV part of that campaign look? What is the radio, what is the digital? What
does the social media look like? What are the promotions that we need to do on the ground,
you know, having Silverados in the hands of people who would buy them, the heavy duty
construction workers and ranchers and those type people? So I don’t want to go to five
or six agencies to do that. I want one stop shopping. So our agencies have had to adapt
to those requirements.

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