Auto Parts Supplier to Review

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Project for Bozell Precedes Search for AOR
DETROIT–Federal-Mogul Corp., which doesn’t currently employ an ad agency full-time, is expected to launch a formal review for an agency of record in late fall or early winter, sources said.
In the meantime, the Southfield, Mich.-based automotive aftermarket parts supplier has chosen Bozell Worldwide to handle an integrated communications campaign scheduled to break Sept. 13. The campaign will run through the end of the year and directly target consumers–specifically male car buffs who prefer making car repairs themselves–instead of sticking with the business-to-business approach the company has previously taken.




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