Case Study: Hill Holiday/Autozone


Hill Holliday, a leading general market Boston agency had to meet a request by their client, Autonation (Headquarters: Miami) to launch the brand in the Texas and Florida markets.


The agency at that time did not possess these capabilities in-house.


HMS pulled together a team of experts and set up shop in Miami. We worked independently from the general market creative folks to ensure cultural relevance and authenticity in our work. We eventually became Hill Holliday’s Hispanic Marketing and Advertising consultants.


Autonation continues to be a very profitable brand with a high brand awareness from the Latino segment. Our work exceeded expectations. Hill Holliday has since opened its own Latino division in Miami.