International Parts Names Cook

International Parts has selected Cook Marketing Communications as its agency of record for domestic and international advertising.
Tampa, Fla., consultant Ginger Watters, who oversaw the process, said Cook won a review that began with 14 agencies.
Billings were not disclosed, but sources familiar with the review pegged it in the $5-8 million range.
Four finalists pitched in mid-July: Cook and another Jacksonville, Fla., shop, The Burdette Agency; and iXL and Sawyer Riley Compton, both Atlanta. International Parts is based in Jacksonville.
The client, which finds and acquires automotive replacement parts, has traditionally generated inquiries by advertising a toll-free number in phone directory in small and medium-size U.S. cities.
The company recently introduced an e-commerce site called to complement its core business.
In the wake of Cook’s largest client, hometown grocery chain Winn-Dixie, putting its $42 million account in play, agency president and chief executive officer Mike Russell said, “This is a major victory.”
“It was obvious they really wanted to work with us,” said client president and CEO Lonnie Margol. “That made the difference.”