Campbell Ewald Wins Agency of Record Duties for Carfax

By Erik Oster 

Vehicle history report site Carfax appointed IPG shop Campbell Ewald as its agency of record, following a review. The brand formerly worked with Y&R Chicago, which crafted this 2014 spot revealing the brand’s Car Fox mascot’s underground lair.

Campbell Ewald will be tasked with creative, strategy, brand and product positioning as well as the creation of a Consumer Experience Journey Map for the brand. The agency will continue to utilize the Car Fox mascot, which dates backs to 2009. 

“With automotive shopping being an overwhelming and intimidating process for some consumers, our work will showcase the ease, reliability and range of services available from Carfax” Campbell Ewald CEO Kevin Wertz told KCTV5. “With more than a century of experience working with the auto industry, and our proven expertise in the purchase journey of today’s consumers, we know this partnership will be an exciting one for both Campbell Ewald and Carfax.”

“We have been working hard to develop new products that help people buy, sell and own their cars with more confidence,” added Carfax president Dick Raines. “We were very impressed by Campbell Ewald’s work helping other companies better understand the needs of their customers. We’re excited about working with Campbell Ewald to let consumers know about all the new ways we can help with their used cars.”

The appointment follows on the heels of the agency’s L.A. office taking over creative duties on IHOP from Dailey L.A. last month. Earlier this year, the United Services Automobile Association (USAA) canceled its contract with the agency in the wake of the “Ghetto Day” email incident at Campbell Ewald San Antonio.