By Katy Eckmann
ATLANTA–Integrated services and a beach-themed presentation helped Cramer-Krasselt, Orlando, Fla., gain Discount Auto Parts’ $2-2.5 million ad account.
Discount Auto Parts, a quickly expanding retailer based in Lakeland, Fla., asked five agency finalists to present ideas for its upcoming annual vendor meeting. Cramer-Krasselt (C-K) carried its beach party theme from room decor to invitations and music, said agency general manager Fran Mathews.
Also making 90-minute presentations to the client in early June were Florida shops FKQ, Clearwater; Fry/Hammond/Barr, Orlando; Tinsley Advertising, Miami; and 16-year incumbent Greenfield Advertising Group, Fort Myers.
The assignment alone did not win the account, Mathews said, adding that the agency drew from its work for the Florida Department of Citrus’ Gift Fruit account, and Cracker Barrel, handled by C-K’s Chicago office. ‘(But) the differentiating factor hands down was our integrated services,’ Mathews said.
Discount Auto Parts’ Steve Joiner concurred with Mathews.
‘It’s a very integrated team,’ Joiner said. Although the client will continue to handle print in-house, Joiner said C-K will develop and place television and radio, as well as help ‘establish a stronger brand identity and (assist in) long-term strategic marketing.’
Targeting the do-it-yourself automotive consumer, the retailer plans to expand beyond its current 400 stores in Alabama, Florida, Georgia, Mississippi and South Carolina.
Copyright ASM Communications, Inc. (1997) ALL RIGHTS RESERVED