- David Gianatasio

BOSTON Omnicom Group's Zimmerman Advertising said it has picked up ad chores for The Pep Boys, a leading automotive aftermarket retailer and service chain with 560 stores nationwide, following a review.

The agency estimated billings at $85 million.

There was no incumbent on the brand, which in past years has used various shops (most notably The Richards Group in Dallas) to craft its advertising.

Client svp, merchandising and marketing Scott Webb, who joined Pep Boys late last year from Auto Zone, said in a statement: "The Zimmerman team is the perfect match for Pep Boys -- we're both focused on the customer and, more importantly, that synergy will allow us to achieve our objective of treating every market as if it is the only market, and every customer as if he or she is our only customer."

"Pep Boys has developed great awareness with consumers with the Manny, Moe and Jack personalities, but those same consumers who recognize the brand don't know exactly what Pep Boys offers," said Michael Goldberg, CMO at Zimmerman. "Our mission is to transform that broad awareness into real purchase intent, and use this recognition to have a seismic impact on market share, both in the
auto parts sector -- where Pep Boys already dominates -- and in the service sector, which is fragmented and not dominated by any one provider."

Zimmerman added weight-loss specialist Smart for Life and Friendly's Ice Cream late last year. Other key clients include Nissan and Six Flags. The agency is based in Fort Lauderdale, Fla.