ATLANTA Wolfbone Marketing has launched its first work for Kauffman Tire since winning the account following a review earlier this year, the shop said.
The work includes billboards, radio, direct mail and print ads in Georgia, Florida, Texas and Ohio. Most of the work is concentrated in the metropolitan areas of Atlanta, Dallas and Tampa/St. Petersburg, Fla. The shop plans to add television ads to the campaign next year. All the work carries the tagline, "Better people. Better prices," and includes photographs of Kauffman employees.
Kauffman, which operates 45 retail locations in the four aforementioned states, chose Wolfbone from five Atlanta agencies that competed for the account's creative and media duties. The incumbent, Fain & Tripp, an independent Atlanta shop, did not defend the account.
"Kauffman Tire was seeking a marketing partner with a similar philosophy and an in-depth knowledge of retail advertising and marketing strategies," said Mark Kauffman, president of the company. "In Wolfbone, we've found that rare agency with experience in growing, developing and differentiating a service-related retail business."
It was the first time that Wolfbone, an independent Atlanta shop formed last August, has competed for an account in a review, said Jerry Carbone, a partner in the agency. Wolfbone obtained its other clients, which include Ritz Camera, Boater's World, Mad Bug Clothing Co., Mountain Adventures and the Women's Health Clinic, without reviews.
Billings were not disclosed, but Kauffman Tire spent $1.4 million on advertising last year and $700,000 during the first six months of this year, according to Nielsen Monitor-Plus.