DETROIT -- Fisker Automotive has hired independent Lambesis as its global advertising agency of record. Fisker said it conducted an extensive review with nine, undisclosed agencies before tapping the independent Carlsbad, Calif., shop.
Marti Eulberg, vice president of global sales and marketing at the plug-in hybrid carmaker, told Automotive News yesterday that Lambesis' “ability to create iconic, global communications is second to none.” She praised the agency's ability to connect “emotional and cultural relevance with true design aesthetic.”
This year, privately held Fisker plans to start selling its first model -- the four-door, 403-hp Karma, with a sticker price of around $90,000 -- and has projected sales of 15,000 vehicles in the first year.
While the launch for a new mass-market vehicle easily can exceed $50 million, Fisker has done scant advertising, relying on events, auto shows and the Web. In late 2008, Fisker hired a contractor to create simple boards of the Karma for a brief holiday blitz at Los Angeles International Airport. Most of the orders for the Karma have come through Fisker's site, www.fiskerautomotive.com.
CEO Henrik Fisker called the Karma “the future of driving,” since the car “proves we can drive environmentally responsible cars without sacrificing the emotional things that made us fall in love with cars in the first place.” He said, “Lambesis shares our vision and will help bring it to life across the globe.”
Brian Munce, executive director of client services at the 22-year-old ad agency, said Lambesis' first work for Fisker will be a redo of the automaker's Web site, expected this fall. Fisker is the shop's first agency-of-record automotive client, although Lambesis handled a youth research project for Nissan a year ago. The agency recently added other clients including Grand Marnier, Coca-Cola's Dasani water and World Gym.