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Meineke Taps Stone & Ward

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DALLAS -- Meineke Discount Muffler Shops has hired Stone & Ward to handle creative duties for its $18 million account, the client said.

The Charlotte, N.C.-based aftermarket chain chose the shop in a review. The chain's five-year incumbent, Malone Advertising of Akron, Ohio, participated.

Stone & Ward of Little Rock, Ark., will handle national broadcast, print and collateral.

Meineke did not send out request for proposals, but instead invited a handful of shops that had made contact with the company over the past several years, said Gene Zhiss, client vice president for marketing and dealer communications.

Two undisclosed agencies also competed for the business, Zhiss said.

He said it's likely "some form" of the strategy Stone presented in the review will be used in a future campaign. He added a new tagline may replace the one Meineke's been using since 1983: "You won't pay a lot but you'll get a lot."

The client plans to continue using George Foreman as a spokesperson.