Erwin-Penland has its first national consumer brand.
Uniroyal selected the Greenville shop over three other South Carolina agencies, in-cluding Leslie Advertising and Brains on Fire.
Total ad spending was $9 million in 2000, but has dropped to less than $1 million in 2001, per CMR.
"We're looking forward to working with Erwin-Penland and tapping into the expertise they bring to the table," said Tim Jamison, client brand marketing manager, in a statement. "E-P captivated the brand's interests and our strategic direction for the future."
Uniroyal, which manufactures Nail Guard and Tiger Paw tires, was looking for a strategy to customize marketing for national retailers like Merchants and Bell Tires without slighting independent dealers, according to the client.
Helping to secure the win wasthe agency's experience in the retail sector, which in-cludes advertising for First Union Bank in Charlotte, N.C., and Verizon Wireless of Bedminster, N.J.
"We help clients sell things, and that's what they were looking for," said E-P director of client services Allen Bosworth. "They're very sophisticated marketers who knew they were looking for partners to work in multiple distribution channels."
Bosworth would not elaborate on the agency's creative presentation, but said the team focused on Uniroyal's "nail guard" feature.
Most of Erwin-Penland's proposed marketing plan is directed at tire retailers.
"You have to gain the mind share and confidence of the reps on the floor," said Bosworth. "They are a key customer."
Plans for a consumer campaign call for print, radio and television messages to break in early 2002.
"We want the consumer to say, 'Give me Royal,' " said Bosworth.
The Greenville-based subsidiary of Michelin North America placed its retail advertising account in review in September after it decided to consolidate roster shops, sources said.
Incumbent Trone Advertising in Greensboro, N.C., did not defend, but will continue to provide public relations support.
"We handle the Uniroyal dealer program, which combines some advertising with public relations and direct marketing," said Mike Fox, Trone's director of account management. "We refocused them from advertising to dealer guerrilla marketing and will continue to do so."