ATLANTACarfax has placed its estimated $4 million account in review. The Fairfax, Va. company, which tracks histories of used cars, has been meeting with a half-dozen East Coast agencies between New York and Atlanta, the client confirmed.
Three year incumbent The Martin Agency, in Richmond, Va., an Interpublic Group shop, will defend, according to Scott Fredericks, Carfax's vice president of marketing.
Fredericks said he is looking for new ways to reach out to consumers." We have competition in the fact that consumers don't know about us or the need for our product," he said. A decision is expected later this month.