Publicis to Drive CarToys Account

CarToys has selected Publicis as its agency, after a review. Billings are $10 million.
The Seattle agency competed against crosstown shops McCann-Erickson and DDB, according to sources. The incumbent was The Marketeers, a small Seattle shop that had handled the account for several years.
CarToys, a retailer of mobile electronics also based in Seattle, is looking to expand beyond its Northwest and Colorado base. However, Publicis’ initial push will focus on the company’s current markets of Colorado, Oregon and Washington. TV and radio ads are in production for an early 2000 launch.
“They’re looking to make a name for themselves nationally,” said Dennis Miller, agency chairman and CEO. “Up until now, they’ve been price-item focused. We’re going to help them with solid branding.”
CarToys was won over by Publicis’ strong creative reputation and sophisticated media planning and buying capabilities, according to a statement from Dan Brettler, client chairman and CEO.
The client sells car audio and video, navigation systems, wireless phones, pagers, alarms and road safety products.
Senior principal Brian Bradley will head the account at Publicis.
The account brings the office’s billings to $200 million. “It was a personal goal of mine, set in 1996, for the office to reach $200 million by 2000,” said Miller. “At that time, we were only at $70 million, so those were pretty high expectations.