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The GodwinGroup has added Crown Automotive and Gray-Daniels Automotive to its client roster.
The Jackson, Miss., shop drove off with the two car dealerships after reviews that included undisclosed agencies in Florida, Virginia, Alabama, Texas and Missouri.
The two accounts total more than $5 million in billings, according to sources.
“Our creative strategy won the Crown Automotive business,” said Godwin chief executive officer Philip Shirley. “The challenge was, ‘How do you sell multiple brands across multiple locations?’ “
Crown Automotive marketing director Kristi Griggs said she was looking for marketing support that would drive new business, but also “keep customers in the dealership family.”
Agency executive creative director Todd Ballard, copywriter Jeff Pedigo and art director Kenny Weaver came up with the winning marketing solution.
“Our positioning,” said Ballard, “is if you’re a car buyer, we will deliver whatever you want, not what the dealer happens to have in stock.”
That strategy will be supported by Godwin’s...
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