City Garage Is First to Join Knape’s Roster

DALLAS-Dallas agency Knape nailed down its first new business win since a June 1 incorporation with the $1-2 million account of Dallas-area automotive service center chain City Garage.
The advertising account, which includes direct mail, outdoor and cable television duties, is one the agency hopes will increase exponentially with the client’s plans for fast-track growth.
“They’ve been doing a lot of direct mail and outdoor,” said Knape executive vice president Ted Ingersoll, “but we’ve been assigned to do a real honest-to-God brand positioning.”
Knape’s total billings now amount to $5-6 million annually, including accounts from six existing clients that Ingersoll and agency president Susan Knape served while heading their respective operating units under former parent company Larkin, Meeder & Schweidel of Dallas.
The first advertising work for City Garage, which has 20 locations in mostly affluent areas of Dallas and Fort Worth, Texas, is slated to break in September, according to Ingersoll.
The target audience of the service centers are both new and used car owners, said City Garage development and marketing director Greg Mason.
The four-year-old chain competes primarily on price and convenience factors against other automotive maintenance businesses and new car dealership service offerings outside of warranty repairs, according to Mason.
Mason and City Garage president Scott Morrison selected Knape without a formal review, stemming from discussions Ingersoll said were initially on a consulting basis to help in the company’s long-term marketing plans.
City Garage, founded in Dallas but now headquartered in nearby Duncanville, Texas, previously worked with Houston agency Adcetera.