ESW Tops 5-Year Incumbent for Car-X

CHICAGO Car-X has awarded its $3 million advertising account to Ebel Signorelli Welke following a review, the agency confirmed.

ESW, a Chicago independent, beat out incumbent Grant Jacoby in the final round of the car-care chain’s review. The account includes creative as well as media planning and buying.

The new agency’s first work is due next month, and will feature a version of the client’s long-running tagline and jingle, “Don’t worry, call the Car-X man,” said ESW chairman and CEO Jim Signorelli.

Grant Jacoby had the business for nearly five years. Car-X decided to look for a new agency in part because of the departures from Grant Jacoby last April of chief creative Bernie Pitzel and creative director Denny Hobson, who formed their own shop called Romani Bros.

Car-X operates about 180 automotive repair centers throughout the Midwest.