Richards to Rebrand Retailer

Pep Boys will reconsider its entire brand positioning after shifting its $40 million advertising account to The Richards Group, the client said.

Pep Boys’ recently arrived senior vice president of marketing and advertising, Jeff Palmer, said work by former incumbent DDB Chicago had never focused on a single theme.

Recent sales-oriented spots have included taglines such as “People like us, cars love us” and “All you need to know is where to go.”

“We’re re-evaluating all of that,” said Palmer, who joined Pep Boys last month from Home Depot, another Richards’ client, where he was vice president of marketing and advertising.