A newly formed car subscription company, Fair, has started an agency review as they prep to expand nationally and increase their marketing. The company boasts investors like BMW and want to bring on new people to handle the PR, branded entertainment, and general strategy.
"We are going to really scale and go big," says Ed Brojerdi, Fair's global head of brand. Brojerdi, the former CEO of MDC Partners-owned ad agency KBS New York, joined Fair in March after a stint consulting for MDC's 72&Sunny on the Infiniti account. (KBS earlier this year merged with Forsman & Bodenfors, retiring the KBS name.)
Santa Monica, California-based Fair went live about a year ago and now operates in 22 cities across 12 states with 20,000 users. It plans to be national by the end of the year, with plans to go global after that. The brand next year plans to spend roughly $50 million on marketing, including TV, out-of-home, radio and digital ads. Up until now, Fair has used agencies on a project basis. The Burnett Collective is handling the review.
Fair is among several new players seizing on demand from commitment-averse buyers who are drawn to vehicle subscription programs that operate more like Netflix than the traditional paperwork-laden car-buying process. Fair buys used vehicles directly from dealers, then makes them available to users for monthly subscription packages that can be managed through a mobile app.
Subscription brands are trying to carve space in the burgeoning sharing economy for people who might need a car for a few months but don't want to be tied down with a loan. But the road to success is proving to be a bit rocky as brands figure out how to price and run their subscription programs.
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