Anthony Maggio | Writer+

OPPORTUNITY: Nielsen Automotive Group began as a single car dealership in 1982, growing to a 14-store juggernaut in Northern New Jersey by 2024. But from a marketing standpoint, each dealership existed as more or less a standalone entity—some without Nielsen even in the name. With vehicle manufacturer loyalty in decline among consumers, larger dealership groups with many manufacturers under their roofs were at an advantage. Unfortunately, Nielsen wasn’t poised to capitalize. That’s where Cuneo stepped in.

ACTION: The individual stores that advertised within the Nielsen group used long-time operations manager Bill Snouffer as the face of the organization—though he was always the butt of the joke. When Cuneo came in, Bill was looking for an off-ramp in terms of his on-camera involvement and a change to the perception of the dealerships. So I helped create a brand story to build a foundation still rooted in fun and lightheartedness, but in a more professional manner. Driven by this story and new tagline—where fun is in the driver’s seat—we then set about creating Nielsen’s first group TV advertisement, complete with a modified logo, the animated “Button Bill” to connect with legacy marketing, and custom music to be used to help connect dealerships with the group moving forward.

RESULTS: The client was blown away by our process, professionalism, and quality of work. They immediately received great feedback from key stakeholders and are excited to build on the work to usher in a new period of growth for the organization.

My Role: Strategy, Direction, Copywriting, Production
Director: Ryan Becken
Assistant Director: Jeremy Nordeen
Director of Photography: Bryce Wandling
Editors: Jeremy Nordeen and Ryan Becken
Creative Director: Ian Fearn-Halata
Art Director: Alex King
Storyboard Illustrator + Motion Graphics: Fredy Beccera
Copywriter: Kevin Treaccar