Aamco Transmissions on Friday selected Publicis/Bloom here to handle the creative portion of its $20 million account, following a review.
Publicis bested Bates USA, Partners & Shevack and DeVito/Verdi, all in New York; MARC, Pittsburgh; and Trahan, Burden & Charles, Baltimore, the client said. Berenter Greenhouse & Webster here bowed out last month.
Publicis will be responsible for creating a campaign for the Bala Cynwyd, Pa., client that includes television, print, public service announcements and point-of-purchase ads.
In its winning pitch, Publicis proposed commercials that featured actor and Aamco pitchman James Brolin and that "weren't necessarily humorous, but had a strong entertainment value," said Aamco's chief executive officer Keith Morgan. Brolin, who has a long-term contract with the client, will be the spokesman for "several years" to come, said Mike Ganjei, chairman of Aamco's National Creative Committee. Most of the contenders, as suggested by the client, proposed campaigns featuring Brolin.
The tagline, "Double A [beep, beep] M-C-O," will also remain.
Publicis' work will be tested, and the client hopes to break a new campaign in six months.
Media is bought on a regional and local basis by various agencies around the country which have been selected by the chairmen of several regional "pools."
When the creative assignment is completed, Publicis will be invited to pitch those chairmen to obtain media buying duties.
Aamco has handled its creative work in-house since incumbent Ally & Gargano, New York, went out of business two years ago.
Previous celebrity spokespersons for Aamco include actress Zsa Zsa Gabor, who uttered the memorable line, "Tell them Zsa Zsa sent you," and basketball legend Wilt Chamberlain, who boasted, "With Aamco, you always score."