LOS ANGELES Automotive site Autobytel.com has hired WPP Group's Y&R Brands to lead its relaunch as myride.com.
KSL Media, based here, partnered with the Irvine, Calif.-based ad agency on the pitch. "We are increasingly partnering with KSL," said Y&R managing director Rick Eiserman. "They are an extremely collaborative, creative partner for us."
Eiserman estimated that although the company did minimal spending last year, under $1 million per Nielsen Monitor-Plus, the client could spend as much as $10-15 million on the effort now under way.
Autobytel.com facilitates independent Internet-based research (and shopping) for new and used cars, now the common habit of consumers prior to purchasing a vehicle.
"We were drawn to Autobytel because they invented the category 10 years ago," said Eiserman, "and there is a vision and passion to do it again."