TrueCar Hires DW+H to Play CMO

Auto site brings agency in-house to lead marketing

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TrueCar.com has hired Santa Monica ad agency Donat/Wald + Haque to handle marketing consulting and public relations for the car-hunting site, which has drawn fire lately from auto dealers over its unconventional pricing model.

In a relatively unusual client-agency relationship, the shop is overseeing TrueCar.com’s marketing department, according to DW+H CEO Lucas Donat. Roughly seven of the agency’s 40 staffers are working full-time on the brand, with another three heavily focused on the account. That includes spending at least 50 percent of their time at the client's nearby headquarters, Donat said.

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