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The Martin Agency has been named agency of record for Carfax, which offers vehicle history information to buyers and sellers of used cars.
Following a three-month review, Martin topped Arnold Communications in McLean, Va., and Lowe Lintas & Partners in New York for the $15-20 million account. The Richmond, Va., agency will be responsible for all creative, interactive, direct marketing and media duties.
Carfax has primarily been used by auto dealers, financial institutions and auctions. The advent of the Internet “is really a tremendous opportunity for them to reach a whole new wave of people,” said agency spokesperson Dean Jarrett.
“This was not [about] creative spec, it was about marketing thinking,” said agency director of account management Brad Armstrong.
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