Chief Appoints KWGC

Chief Auto Parts Stores here assigned the broadcast creative portion of its advertising account to KWGC Advertising & Design, also in Dallas.
Kenny Cason, Chief’s vice president of advertising, confirmed the move last week. He said the chain plans to spend $6 million on broadcast advertising this year. Media buying is handled by the Dallas and Los Angeles offices of Western International Media.
Last month, Chief pulled its broadcast creative account in-house after a 16-year relationship with DavisElen Advertising, Los Angeles.
Cason said KWGC’s selection was the final move in a re-evaluation of all of the retailer’s marketing services relationships. He concluded that the company did not need a full-service agency, given the scope of its internal marketing department.
Cason said he screened other undisclosed shops informally before selecting KWGC.
KWGC vice president Carolyn Cole said the agency has begun work on a five-spot TV campaign that will begin airing in March. The commercials, a mix of image and product-specific ads, will share the new positioning line, “The Chief difference.”
The agency will also develop radio commercials in Spanish and English. The new campaign will continue to feature Dallas Cowboys quarterback Troy Aikman.
The campaign will air in flights through the end of the year. In addition to broadcast advertising, Chief spends about $10 million annually on newspaper circulars and other print initiatives, Cason said.
Chief operates more than 500 automotive parts stores in California, Texas, Arkansas, Arizona, Nevada and Tennessee.