Fogarty Klein Is The Choice Of Car Repairer

Fogarty Klein & Partners of Houston outpitched a field of undisclosed contenders to land the advertising account of Mobile Car Care, an upscale auto repair chain.
Cynthia McChesney, Fogarty Klein’s director of business development, confirmed the account win last week. The shop’s first task will be developing a new name for the 12-year-old company.
Billings were undisclosed, but sources said initial spending will likely be in the $1-2 million range.
The Houston-based chain did not previously employ an agency of record, and the bulk of its marketing has consisted of direct mail initiatives, according to a Fogarty Klein representative.
Mobile Car Care president and chief executive Greg Sands could not be reached at press time to discuss the agency selection.
McChesney said the shop’s preliminary recommendations include the development of outdoor and radio advertising to promote the company’s new name and service offerings.
Mobile Car Care’s strategy has been to target higher income communities and offer “an outrageous amount of customer service,” McChesney said. “They’ll drive you home while they work on your car, so you don’t have to sit around reading old magazines and watching fuzzy television programs.”
McChesney said the client talked to other unspecified Houston-area firms before awarding the account.
Mobile Car Care currently has 14 locations in and around Houston. The company is preparing to enter the Dallas market.
Among the chain’s competition in Dallas will be City Garage, another upscale repair operation with rapid expansion plans and an established base of 20 locations here and in Fort Worth, Texas.
City Garage signed Dallas shop Knape to handle its $1-2 million account last August. The agency said at the time that its assignments would include a mix of direct mail, outdoor and cable television ads.