Auto Parts Supplier to Review

Project for Bozell Precedes Search for AOR
DETROIT–Federal-Mogul Corp., which doesn’t currently employ an ad agency full-time, is expected to launch a formal review for an agency of record in late fall or early winter, sources said.
In the meantime, the Southfield, Mich.-based automotive aftermarket parts supplier has chosen Bozell Worldwide to handle an integrated communications campaign scheduled to break Sept. 13. The campaign will run through the end of the year and directly target consumers–specifically male car buffs who prefer making car repairs themselves–instead of sticking with the business-to-business approach the company has previously taken.
Bozell’s Southfield and Omaha, Neb., offices are partnering to develop the campaign. The Omaha office has had a previous relationship with the company, having worked on its Wagner Brakes and Moog Chassis brands.
The campaign will include five 15-second TV spots and six print ads, as well as radio and promotional tie-ins. The media buy includes Monday Night Football on ABC as well as other National Football League telecasts on Fox, TNT and ESPN. Versions dubbed in French will air in Canada.
Print ads will run in trade and consumer “buff” books such as Road and Track, Car & Driver and Motor Trend. Spots focus on the supplier’s six “power brands,” which include Champion spark plugs and ANCO wiper blades.
The Bozell campaign is also intended to build excitement as the company celebrates its centennial this year.