Evil Genius, the Michigan advertising agency that recently landed the Burt Automotive Group account, has opened a two-person satellite office near the dealer’s Centennial headquarters.
Evil Genius follows Miami- based ad agency Crispin Porter + Bogusky to the area. Crispin Porter recently announced it was adding a Boulder office as a lifestyle option for employees.
“We wanted to have someone here locally to deliver on our promise of really understanding the Burt brand,” said Matt O’Mara, one of three partners at Evil Genius, based in St. Clair Shores, Mich. “Colorado is rich with people who think outside the box. It’s smart to be here.”
Founded in 1939, Burt Automotive has nine local dealerships and is one of the largest Hispanic-owned businesses in the U.S.
Evil Genius’ first campaign for the dealer features outdoor, radio, TV and emerging-media components that use the Burt name as an adjective.
“They had the most original and innovative ideas on how to transform our name and make us easier to relate to for the younger generation,” said Jack Shryne, director of marketing at Burt Automotive. “I think it’s going to make people laugh.”
At the recent Colorado Colfax Marathon, for example, runners were cheered on by street-team members wearing T-shirts that read, “A Burt day for a marathon.”
A billboard going up today in the Highland neighborhood reads, “Have a very Burt day.”
“We fundamentally believe that people don’t trust car dealers and that they fear the unknown,” O’Mara said. “But if we can help people get to know Burt, they’ll like Burt. And then they’ll be more likely to come in and do business with Burt.
“For us, it’s all about making an emotional connection, with the Burt brand at the center.”
Evil Genius has a second local client, The Peloton, a condominium project under construction in Boulder.
Staff writer Julie Dunn can be reached at 303-820-1592 or jdunn@denverpost.com.
