M/Z, Winston Part

Mendelsohn/Zien, which recently presented a branding proposal to client Winston Tire Co., won’t get the chance to deliver on that brand promise. The shop will no longer be handling the account.

Burbank, Calif.-based Winston will not be conducting an open review for the estimated $8-$10 million effort, said Winston vp of marketing Todd Linscott. Carat Media here handles media buying.

Linscott said the company has already held discussions with some unnamed agencies and will eventually roll out a new campaign created by a combination of in-house and outside talent.

“If we do seek out a new agency, a new agency will be appointed [without a formal search],” Linscott added.

Los Angeles-based Mendelsohn/Zien landed the account in January and submitted a proposal in July that had yet to be approved.

Both Linscott and M/Z principal Richard Zien stated during a conference call that the decision to part was mutual. Both parties agreed that the client needed an agency with stronger day-to-day retail and direct marketing experience.

“Winston has other needs of a more retail and tactical nature. Mendelsohn/Zien does not believe that is our strength,” Zien said.

“We believe there are other groups out there that can help them better,” Zien added.

Mendelsohn/Zien, which handles Carl’s Jr. Restaurants, BMW North America, Western Region BMW Automobiles and Los Angeles Arena Football, has claimed billings totaling nearly $100 million. Winston Tire Auto Service and Retail Chain is owned by Heafner Tire Group and operates about 200 stores in California and Arizona.