Borders Perrin Lands Old World Industries

Marketer of Peak auto products

Lori Gaffney, the new president at Borders Perrin Norrander, is being welcomed into the job with a new account: Old World Industries, the marketer of Peak automotive products fronted by Nascar driver Danica Patrick.

There was no review for the agency-of-record business. Bryan Emrich, OWI’s vp of marketing, previously worked with the Portland agency when he was at Valvoline. In 2011, OWI spent $11.7 million in measured media, according to Nielsen. That amount does not include digital or business-to-business media investment.

The Northbrook, Ill. marketer awarded the independent agency creative duties as well as media planning and buying for OWI, which manufactures antifreeze and is a marketer and reseller of auto parts and chemicals. Omnicom’s Energy BBDO Chicago was the creative incumbent and media was previously handled by Kelly, Scott & Madison in Chicago.

In May, Gaffney, the agency’s media director, also assumed the role of president. A 13-year veteran of the agency, she previously held media department jobs at Wieden + Kennedy and Chiat/Day.

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