Car-X Man Returns via Romani Bros.

CHICAGO Independent shop Romani Bros. is at work on a new branding effort for Car-X Auto Service, according to the agency. The $3 million account was previously with Ebel, Signorelli, Welke.

The work, expected to break in the first week of April, will re-introduce consumers to the Car-X man. Romani Bros. partners Bernie Pitzel and Dennis Hebson had worked on the account when it was at now-defunct agency Grant/Jacoby, which held the account from 1999 to 2004.

“We had a good relationship with Car-X in the past and have done some great work for them,” said Pitzel in a statement. “We plan to pick up where we left off.”

The $3 million account left Grant/Jacoby in Chicago last February, naming crosstown independent Ebel, Signorelli, Welke lead agency. ESW resigned the business because of differences of philosophy and an inability to agree on compensation with the client, according to principal Jim Signorelli, and it then shifted to Romani Bros. in Chicago.