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Car Parts Vendor Turns to Marshall

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LOS ANGELES Marshall Advertising and Design has won advertising duties for HKS USA, the agency said.

HKS, a manufacturer and supplier of automotive aftermarket performance parts and accessories, selected Marshall in Costa Mesa, Calif., following a two-month review that included four other undisclosed agencies.

"We selected Marshall not only because of their experience in the enthusiast category, but also due to their understanding of our brand and our position in the marketplace," said Rick Lafferty, executive vice president for HKS in Los Angeles, in a statement. "Their experience with Yamaha was certainly a strength for the agency."

Marshall is charged with increasing awareness of HKS, which is known mainly in Japan, said Hank Blank, who heads business development for the agency. "They've been dormant here," said Blank. "They want to be more aggressive on the marketing front."

Work will include creative and media, primarily in the form of print ads, as well as guerrilla marketing. Billings were undisclosed, and TNS Media Intelligence/CMR recorded no spending in 2002.

In addition to Yamaha Motor Corp., Marshall works with clients including electricAmerica and the Costa Mesa Tourism Council.