Critical Mass Wins Pep Boys Business

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NEW YORK — The Pep Boys–Manny, Moe & Jack has engaged Critical Mass to revamp their Web site, the Canadian i-shop confirmed.

The interactive agency is charged with redesigning the current site to better express the auto-service chain’s brand and its new ad campaign. The latest offline effort that broke in April features animated versions of the three founders–Manny, Moe & Jack–and carries the tagline, “We’re car people.” Last December, Pep Boys shifted its estimated $40 million offline account from DDB in Chicago to The Richards Group in Dallas without a review.

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