Firehouse Named AOR for Baxter Auto Group

Firehouse has been named Agency of Record for Baxter Auto Group, effective immediately. The announcement comes following a consultant-led competitive review for the business over the past few months.

As one of the top 40 dealership groups in the country, Baxter Auto Group operates 20 locations across Omaha and Lincoln, Nebraska, Kansas City, Kansas and Colorado Springs, Colorado. The family-owned and locally-operated automotive group has been in business for more than 60 years, and the organization’s portfolio includes 15 luxury, import and domestic automotive brands. The group also has aggressive growth goals, with plans to double in size over the next decade.

As Baxter Auto Group’s new agency of record, Firehouse’s responsibilities will include brand strategy development, media planning and buying, creative, and social media strategy.

“With rapidly-changing consumer expectations, an incredibly complex media landscape and an industry that is ripe for disruption, it is more important than ever that we have a smart, capable and collaborative agency partner to help us continue to grow," said Julia Doria, Chief Marketing Officer at Baxter Auto Group. “Together with the team at Firehouse, we will continue to make the changes necessary to ensure we’re successful for the next 60 years."

Firehouse had previously engaged with Baxter Auto Group on a project basis, and the agency is thrilled to extend the relationship and build on the work done to date that spans brand, media and creative strategy.

“We’ve had the opportunity to work alongside the Baxter team for some time now. Not only are we proud of the work we’ve done together, we know the chemistry is there, and that’s important,” said Steve Smith, Chief Operating Officer at Firehouse. “Now, we’re excited to turn strategy into execution and to begin to see the impact of our thinking on the business.”

The Baxter Auto Group win joins Firehouse’s recent new business wins in the first half of 2019, which include Toyota Accessories, Okay to Say, The Birthday Party Project, and LegacyTexas Bank.