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Score 57 - Close Watch: Edelbrock selects PR AOR following CEO, marketing VP hire

Edelbrock, a manufacturer of specialty automotive and motorcycle parts, selected Don Barry as its CEO, effective April 2018. He previously served as EVP and CCO of Integrated Supply Network, and prior to that, was president of The ACCEL Performance Group.

The company also brought on Marissa Colwell as its new VP of marketing (brand CMO function), effective November. She previously served as VP of global marketing at IC Intracom, and prior to that, serve as director of marketing at Corwin Design & Graphics Corp.

These personnel chose press release.

Agency & martech readers - since reviews tend to follow one another and the new personnel will likely review other accounts, keep an eye out for creative and/or media work. We, unfortunately, don't know who you will find among your competition for those accounts. Focus pitches on differentiating Edelbrock from its main competitor, Holley.

Sellers - spend at Edelbrock has been declining, but those decreases will likely reverse themselves with the new personnel and agency. Therefore, sellers with high reach among car fanatics should reach out for revenue. Spend typically spikes during H2, prior to upcoming events and product launches.

iSpot reports a YTD national TV spend of $3,863, a decrease from the $39,261 spent during the same timeframe of 2018, placed on automotive programming (see targeting right). Full 2018 spend totaled $807,489 and spend in 2017 totaled $1.2m.

Adbeat reports digital display over the last 12 months totaled $160.1k and was placed primarily via Google (82%) onto sites like powernationtv.com, gm-trucks.com, racining.com, nhra.com and dragzine.com. This marks a decrease as ads over the last 24 months totaled $466.4k and were placed via Google (49%), direct buy (33%) and Radium One (13%) onto sites like powernationtv.com, discovery.com, gm-trucks.com, nhra.com and autotrader.com.

Edelbrock has been known to use cause marketing, particularly with Cruisin' For a Cure. It pulled out of print in 2017, according to Kantar.

Sponsorships include the NHRA and Fireball Camaro, according to expanded its partnership with Pat Musi Racing Engines to include the hardcore drag racing market.