Williams To Do Broadcast Ads Of Benz Dealer

American Service Center, a Mercedes-Benz dealership in Arlington, Va., moved its image ad account to Williams Whittle Associates in Alexandria, Va. The budget was estimated at $1 million.
AbramsonEhrlichManes in Washington, D.C., held the business for the last 17 years until the client put the account into review earlier this year, said an AEM official. AEM did not participate in the pitch.
Sources said four to five local agencies competed for the account before American Service Center executives chose Williams Whittle Associates (WWA).
Client officials did not return calls at press time.
WWA is not a stranger to the automotive world. The shop’s category experience includes Jim Koons Management Co. in the Washington-Baltimore area, Washington Area Volvo Dealers and regional BMW dealerships in the Carolinas and South Florida.
Rob Whittle, president of WWA, said 90 percent of the account involves broadcast work. The agency is developing a television image campaign for the dealership and a radio effort to promote pre-owned Mercedes vehicles. New work is expected to air in May.
AEM’s advertising for American Service Center highlighted the client’s long tradition in the Washington, D.C., area. The full-service dealership started as a corner gas station in 1937, sold Studebakers in 1939 and became a Mercedes dealer in 1957. The current 50,000-square-foot facility sells Mercedes automobiles exclusively.