LoJack Begins Agency Review

BOSTON–LoJack has begun a review for its advertising account, which has been held by Greenberg Seronick O’Leary & Partners for the past five years.

The Dedham, Mass.-based client, which develops stolen vehicle recovery systems, spent $6 million on ads in 2000–but only about $1 million on ads through the first half of 2001.

Greenberg Seronick, Boston, has been invited to defend and is expected to participate, said Judy Neer, evp of consulting company Pile and Co., which is overseeing the search.

“As we begin a period of aggressive growth with several new product introductions and expansion into new channels, it is a prudent time to evaluate our overall…needs,” said Donna Driscoll, vp of marketing at LoJack.

The process is expected to take about six weeks; agencies in the Northeast are preferred, said Neer.