MWW Group has picked up agency of record duties for New Jersey-based carmaker Subaru of America.
Michael McHale, director of corporate communications at SOA, said the company liked MWW’s consumer and automotive experience, as well as the firm’s social media savvy.
The independent firm has worked with BMW motorcycles and Volkswagen of America in the auto sector.
SOA announced last week that it hired former Volkswagen corporate communications manager Sheriece Matias as manager of corporate comms.
Brushfire, another New Jersey-based firm, handled the account for the past four years.
MWW’s New York office, under the management of executive VP David Herrick, leads the account with assistance from the firm’s Los Angeles outpost. MWW’s lifestyle marketing unit will promote the car brand among lifestyle media and cultivate Subaru’s community of owners and enthusiasts in digital media.
MWW CEO Michael Kempner said his firm’s efforts to tell the company’s story “will harness Subaru’s spirit of adventure, cultural currency and passionate community.”
SOA sales were up 2.6% to nearly 154K vehicles this year through July. The company is owned by Japan’s Fuji Heavy Industries and manufacturers vehicles in Indiana and Japan.