Grey Bikers Attract ‘Cycle, Car Brands

SAN FRANCISCO Thanks to a motocross riding creative director, Grey has been awarded the creative and media account of PJH Brands, a maker of motorcycle and automotive products distributed around the world.

The 32-year-old Scottsdale, Ariz., company chose Grey without a review. The San Francisco shop will handle marketing communications, advertising, interactive and direct response work. Billings were not disclosed, and CMR has recorded no expenditures by PJH.

Company founder and chairman P.J. Harvey said he specifically chose the agency because account director Terry Foutz and executive creative director Kevin McCarthy have extensive experience, personally and professionally, in motor sports and the automotive industry.

“They have a real understanding of what motor sports is all about. And that’s very important,” said Harvey.

McCarthy used to be a competitive motocross rider, ranked 10th overall in the American Federation of Motorcyclists, and still rides for pleasure. Foutz is a former national advertising manager for Nissan Motor Corp. and for many years competed in off-road motorcycle and truck racing.

“Personally, I’ve used PJ1 chain lube on my bikes for years, so I’m already a big fan of PJ products,” said McCarthy. “This is a great client with really good products in a super fun category. What more could we ask for?”

PJH Brands produces both the PJ1 line of motorcycle products and the VHT series of automotive wares.

Although no specifics were disclosed, plans call for heavy print advertising, in combination with selective broadcast, point-of-purchase and highly targeted interactive electronic media, the agency said.