Meineke to Get Creative Tune-Up

Stone & Ward said its “consumer-centric approach” helped it win the creative portion of Meineke Discount Muffler Shops’ $18 million account.

Meineke hired the Little Rock, Ark., agency following a review.

The shop pitched three campaigns that clearly communicated four attributes customers said were important when making a decision to choose Meineke, shop president Millie Ward said. She said she could not specify those messages for proprietary reasons.

The shop also presented creative that did not look as “hard-core automotive” as traditional ads in the category, Ward said.

Gene Zhiss, Meineke’s vice president for marketing and dealer communications, said he was impressed with the strategy and creative presented by the shop and its experience with other franchise-oriented companies, including TCBY and Terminix.