Marketing Strategy

Global – October 27, 2026 -- COOPABLE is marketing OEM co-op advertising programs to automotive dealerships as a way to share campaign costs with manufacturers and run larger campaigns. The company has not disclosed funding levels, reimbursement rates or client numbers.

Manufacturers share dealership advertising costs under co-op programs

Under co-op programs, dealers split advertising spend with the OEM. COOPABLE says this covers a significant portion of expenses, which matters most for smaller dealerships managing tight budgets. The funding applies to online platforms, social media and print.

OEM brand guidelines tie local ads to national campaigns

Dealers that join OEM programs must keep the messaging, design and tone of their ads consistent with the manufacturer's brand guidelines. In return, OEM partnerships can provide custom creative assets and funding for local events, according to COOPABLE.

Global – October 27, 2026 -- Car dealerships can direct manufacturer-provided co-op marketing funds across seven spending categories, from digital advertising to website upgrades, according to marketing provider COOPABLE, which says many dealers still fail to use the money fully.

Digital channels and SEO take the first two slots

COOPABLE says dealers can use co-op funds for Google Ads, social media promotions and display advertising. These platforms allow targeting by demographics, interests and online behavior.

The funds can also pay SEO experts or agencies for keyword research, content optimization and backlink building. COOPABLE describes SEO as a long-term play that can raise organic traffic and conversion rates over time.

Louisville – October 17, 2026 -- RedTag, an independent Louisville marketing agency founded in 2008, has repositioned itself from a digital performance agency into a strategy-first marketing partner and launched outcome-based programs for clients.

RedTag bets strategy, not execution speed, will differentiate clients

The agency is wagering that AI-driven gains in production speed will make strategy the scarcer asset. Founder and CEO Russ Renbarger said AI can produce hundreds of ads in an afternoon but cannot identify which one a brand needs. Clients can now choose from outcome-based programs matched to their marketing needs.

RedTag built its reputation on paid digital campaigns and later added strategy, creative, video production and website development.

Scottsdale – October 13, 2026 -- Taylor Morrison Chief Marketing and Communications Officer Stephanie McCarty has been named the inaugural CMO of the Year by BUILDER and Zonda, selected from four finalists for an award recognizing marketing's growing influence on homebuilding.

McCarty built an in-house marketing team from scratch

McCarty joined Taylor Morrison in 2015 as vice president of corporate communications and later became the company's first chief marketing officer. She built a centralized, in-house marketing team, bringing creative talent closer to the business and its customers.

Liquid Death sweepstakes and brand platform anchor the campaign record

Taylor Morrison ran a "Killer House" sweepstakes with Liquid Death, an unconventional brand pairing for the sector. Its "Homes Built for Real Life" platform centers on everyday homeownership moments.

Collegeville, Pa. – October 01, 2026 -- The Inner Circle has named Dawn Delise Pelon a Pinnacle Professional of The Year, citing her contributions to brand development and strategic marketing.

Pelon built a career advising both legacy and emerging brands on go-to-market strategy

Pelon has worked across B2B and B2C sectors, developing cohesive brand identities, launching national advertising campaigns, and implementing data-driven marketing initiatives. Her client work has included large-scale brand transformations and dealer and channel enablement programs designed to produce measurable commercial results.

She integrates AI tools into marketing operations to streamline client campaigns

Beyond traditional brand strategy, Pelon applies emerging technologies, including artificial intelligence, to support go-to-market planning, content creation, social media management, web development, and video production for client organizations.