AM's parent group Bauer Media has launched a new service to create marketing campaigns and content for automotive brands.
Branded as Bauer Autoventure, it combines the specialist automotive expertise of the company's customer-facing motoring brands such as Car, Parkers and Fleet News with the reach and insights of other consumer brands such as Grazia, Empire and Absolute Radio.
Its team has already provided content for BMW, Mitsubishi, Jaguar, Renault and Peugeot.
A Bauer spokesman said Bauer Autoventure was created to help automotive advertisers communicate effectively with audiences as they adapt to electrified cars amidst the challenges arising from the pandemic, which has impacted car ownership needs and driven new car purchasing behaviours and expectations of car brand advertising.
Research conducted by Bauer Media found that a car is one of the top things people plan to buy after lockdown, with two thirds feeling comfortable to visit a car dealership and 63% agreeing that owning a car is important in order to avoid using public transport.
It found 27% said that they were more likely to consider a more environmentally friendly car now than before the crisis.
The Bauer Autoventure team will assist brands at all stages of their communications, from insight and ideas to content creation and project management, covering all consumer touchpoints including print, radio, digital, podcasts and social media.
Bauer Autoventure says it will tap into Bauer’s 25 million consumers across the UK through accessing the group's diverse media channels – in-market car buyers, auto-enthusiasts and business customers through brands such as Parkers, Car and Fleet News, plus general consumers whose car choice could be influenced through lifestyle brands they engage with such as Grazia, Empire and Magic Radio.
Bauer Autoventure’s Peugeot activity increased Car magazine users’ searches for the 508 model by 90% during the campaign’s three months compared with the preceding three months.
Lucy Wheeler, director of Bauer Adventure, added: “As lockdown begins to ease across the country, we have noticed an upturn in interest for cars – so we know that the time is right to create a new service dedicated to the industry.
"It is now more important than ever that brands can communicate with their audiences appropriately, informatively and relevantly as audiences are increasingly judging brands on their products and values, and we’re here to help them do just that.”
Phil McNamara, editor-in-chief at Car, said: “Across our suite of top motoring brands at Bauer Media, we have a deep understanding of cars, the latest automotive technologies, consumer demands and car buying patterns. By partnering with our colleagues in the lifestyle and radio businesses, we can combine our expertise with their creative ideas and audience insight, providing bespoke advertising solutions that really deliver.
"Whether customers want to build an environmentally friendly brand identity or boost immediate sales, we’ll be able to create customised multi-platform campaigns and content that can cut-through and resonate.”