Car2Go has found the fresh perspective it was looking for in Razorfish, which has landed the company's creative business after a pitch against three other, undisclosed shops.
“Razorfish has a strong track record of delivering unique perspectives in amplifying membership experiences," said Paul DeLong, chief marketing officer of Car2Go. "It’s a powerful asset, and together we look forward to enhancing the vitality of our brand even further.”
Having an office in Austin, where Car2Go is based, helped Razorfish win the business, according to a Car2Go representative. The new agency's first work is expected this summer.
Projected media spending was not disclosed and Kantar Media recorded no spending for the company last year. Car2Go is part of a budding trend of eco-friendly collaborative consumption brands like Uber and Airbnb.
"This brand-as-a-service approach is one we've championed since our own inception," said Pete Stein, global CEO of Razorfish.
Stein added that his shop would seek to deepen Car2Go's "success with on-demand transportation as they continue to innovate and expand their car-sharing services. But more than that, we simply want to make life easier for Car2Go members and their respective communities worldwide."
Car2Go's previous creative agency, EnviroMedia, did not defend.