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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.

Scheduled to launch Dec. 1, the Web site will continue to leverage the personalities of the three founders and address the needs of different customers from "do it yourselfers" to those who prefer to have their car serviced by auto professionals. In addition to redesigning the site, Critical Mass will also develop online initiatives for the Philadelphia-based client over the next three years. The Chicago office will handle account management, while the Calgary headquarters will oversee Web duties. The budget was not disclosed.