NYCA to Drive AutoAnything Sales

LOS ANGELES Independent NYCA has been awarded creative and strategic advertising duties for AutoAnything.com, the agency said Thursday.

The San Diego-based shop was one of “at least” four agencies contacted by the client, according to NYCA CEO and creative director Michael Mark.

NYCA’s research-based campaign is expected to cover multiple creative platforms, Mark said. A break date has yet to be determined, and neither a past nor current advertising budget was available.

Founded in 1979, AutoAnything originally specialized in sheepskin car seat covers and custom floor mats, Mark said. Today, the Solana Beach, Calif., retailer sells accessories and performance parts spanning the automotive spectrum, from designer mud flaps and fender trim to air filters and suspension systems.

The AutoAnything.com Web site caters to car enthusiasts looking to “detail it up,” Mark said, explaining that its competition includes brick-and-mortar businesses such as Pep Boys and Kragen Auto Parts.

While the client has “done a wonderful job of making a name for itself and becoming one of the leaders in this growing category,” Mark said, “NYCA’s mission is to make AutoAnything the Amazon.com of car, truck and SUV accessories.”