Bosch Filtration Taps Grey

NEW YORK WPP Group’s Grey here said it has been hired following a review to handle advertising for Robert Bosch’s Filtration-Americas, which includes the Bosch and Purolator auto-aftermarket brands.

The client spent $3 million on ads last year, just half of its outlay the previous year, per Nielsen Monitor-Plus.

Grey will handle integrated communications chores for the client, including creative development, media planning and digital. A new campaign is now in the works for the client’s line of oil, air, transmission, fuel and cabin air filters.

Steve Hardwick, president of Grey’s flagship office here, noted that the win gives the shop a chance to leverage its new-media expertise for well-established automotive brands.

Pam Krebs, Bosch’s director of advertising and sales promotion, said in a statement: “Grey’s powerful creative ideas, especially in the digital and viral arena, will resonate strongly with our customers and leverage our growth.”

Other key clients of Grey here include P&G, GSK, Diageo, Darden Restaurants, Wyeth, Canon, 3M, Eli Lilly, E*Trade and J.M. Smucker.