Lowe Nabs Carfax

Lowe has landed creative duties on Carfax, the used-vehicle information service that markets itself to both consumers and car dealers. Billings are about $15-20 million.

The account formerly was at Interpublic Group’s The Martin Agency in Richmond, Va. IPG sister Lowe, here, won the business after a review that included Martin and other, undisclosed shops. Media duties remain at WPP’s MindShare in New York.

Describing the appeal of Carfax, agency president Rob Quish said, “They’re kind of the keeper of an entire category,” adding, “They have very ambitious growth goals for the company overall.”

Lowe’s strategic insights and deep resources set it apart from the competition, said Scott Fredericks, vice president of marketing at the Fairfax, Va.-based client.

Also, Fredericks was impressed by the shop’s Century 21 work and its knowledge of the automotive industry, through clients such Saab, GMC Trucks and Valvoline. Century 21 was particularly germane because the ads spoke to both consumers and salespeople, as Carfax seeks to do, he added.

Given a vehicle-identification number, Car fax provides information about previous transactions, accidents, claims and the odometer readings along the way.

Lowe is expected to break its first work in April. Previous TV spots, from Martin, used exaggerated humor to show how “people do strange things to cars.” Greg Andersen, a svp, account director at Lowe, will manage the account, working with svp group head, strategic services Jonathan Disegi and the creative team of svp creative group heads Eddie Van Bloem and Hank Kosinski.