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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.
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