Working with Kendall Auto Group was one of the greatest creative challenges of my career. Every month, our 6-person creative team produced hundreds of promotional television, radio, print, banner ads, and emails for 20-some auto brands across 35-plus dealerships in Alaska, Washington, Oregon, Idaho, and Montana in a matter of days. Before DaviesMoore, every ad was created from scratch. No theme. No real consistency. Each dealership more or less for itself. The challenge was marrying up the Kendall brand, which was built on relationships and community involvement, with the very promotional nature of the car business – two ends of the spectrum. Developing and pitching a cohesive, consistent brand concept and a sustainable production framework was the key to Kendall’s success (and to my creative team’s sanity). It required elevating the storytelling instead of just the deal of the month, which was required for co-op approval from the manufacturers. In order to offset the promotional nature of price-based incentives, we used easily designed and updated graphic sequences rather than cheap video.
A hockey brand worth checking out.