Autumn Communications | Agency Profile, Contacts, AOR, Client Relationships

• The agency was hired and started work in January, so new work will likely launch soon.
• Autumn now handles Turo's media relations, external partnerships, and executive thought leadership, and it manages speaking and awards.
• The agency's initial focus will be on helping Turo enter relevant cultural conversations, which signals a shift toward a younger target audience.
• Autumn's AVP, Bruno Solari, will lead a team of five on the account.
  • He will work closely with Turo's media relations manager, Alexandria Mao, and its corporate communications manager, Carmen Soh.
• This hire replaces incumbent PR AOR Sunshine Sachs Morgan & Lylis.
• The company will likely:
  • Launch a campaign soon
  • Shift its strategy
  • Continue increasing digital spend
  • Seek additional new agency partners
• Target demographic: 
  • Businesses
  • Male Gen-Z and millennial consumers

Recent leadership shifts:

• This announcement closely follows Turo's October 2022 hire of senior brand engagement manager Talia Poblete Leon.

Additional spending insights:

• Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
  • 2021-2022 spend: In 2022, Turo allocated roughly $5.9m toward national TV commercials, down 3% from the roughly $6.1m allocated in 2021.
  • 2022 ad programming: Its 2022 commercials targeted the male-skewed audience of shows such as the Super Bowl Pregame, NFL Football, South Park, CBS Evening News With Norah O'Donnell, and Martin.
• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • 2021-2022 spend: The company spent approximately $8.1m on digital ads last year, more than 4x the approximately $1.8m spent in 2021.
  • 2022 data: In 2022, Turo earned ~679.2m digital impressions via desktop video (59%), Instagram (21%), Facebook (19%), and desktop display (1%) ads.
    • The company placed 95% of last year's desktop video ads site direct onto youtube.com and the remaining 5% site direct onto Twitch.
• Additional channel insights  
  • The company utilizes YouTube Android, TikTok, and Google Ads.
  • Turo sponsors podcasts such as Freakonomics Radio, Locked On Fantasy Basketball - Daily NBA Fantasy Basketball Podcast, Locked On 49ers - Daily Podcast On The San Francisco 49ers, and Locked On Dynasty Football - Daily NFL Dynasty Fantasy Football podcast.

Additional agency insights: