Autodaq Parks Its Ad Account at Highway One

Highway One continues to diversify its list of e-commerce clients.
The San Francisco agency has won the $10 million account of Autodaq Corp., an online trading post for used car merchants. There was no formal review.
The account win is the shop’s fourth in five months. Earlier this year, it landed the $18 million account of OneBody.com, a Web site dedicated to the alternative healthcare market [Adweek, Jan. 31].
“We feel our approach to marketing is a perfect fit [with Autodaq],” Highway One president Andrea Metzler said.
“Highway One has a solid track record of delivering the full range and scope [of marketing] that we need to drive the Autodaq brand vision forward,” said Ellen Taverner, vice president of marketing at the client.
Highway One will design a print, direct mail and Internet campaign for the company. Work will break later this year. Details of the campaign were not immediately available.
Autodaq, based in San Mateo, Calif., connects used car dealers and small businesses, helping them bypass service costs traditionally involved with the $93 billion car auction industry.
It arranges such services as inspection and processing through its Web site (www.autodaq.com). The company claims such streamlining will save industry players roughly $5 billion annually. Dealers can also buy vehicles online.
Autodaq is backed by Zilkha Ventures, August Capital and several Internet investors.
Highway One’s other clients include Capital One and Netcentives.