CHICAGO Escort Inc., maker of the Passport and Solo radar detectors, has tapped independent Northlich as its first advertising agency after a review, according to the shop.
The Cincinnati shop is currently developing a new campaign expected to break in April 2006. The client has traditionally sold its products through 800 numbers, the Internet and national retailers such as Best Buy.
"Escort has great products and has earned the leadership position based on the quality and innovation of its product lines," said Bruce McTague, vice president, account director at Northlich, in a statement. "We think there's a tremendous opportunity to take these products to the next level with an integrated communications campaign that leverages traditional advertising as well as grassroots and interactive marketing."
Neither billings nor contenders for the business were disclosed.
Though the West Chester, Ohio-based company had no lead agency, it spent $7 million on advertising last year, mostly through direct-response television, according to Nielsen Monitor-Plus.