LoJack Starts Ad Agency Search

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., company, a maker of sto len-vehicle recov ery systems, spent $6 mil lion on advertising in 2000, but only $1 million on ads through the first half of 2001, according to CMR. Spending will increase considerably in 2002, sources said.

Greenberg Seronick president Terry O’Leary said his shop is planning to participate in the pitch, which is being overseen by consulting firm Pile and Co., Boston.

“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, vice president of marketing at Lo Jack.

Driscoll joined LoJack this summer after serving as chief marketing officer of Internet retailer Roxy.com, which in 1999 chose Gotham, New York, in a Pile-managed review.

The LoJack search is expected to take six weeks. Mainly midsized and smaller agencies in New England, New York and the Midwest with strong consumer backgrounds are being contacted, according to sources.