Mullen Wins New Automotive Retail Business

N.C. office lands Pep Boys

Mullen’s North Carolina office is working for Manny, Moe and Jack. The agency is the new creative lead for the Pep Boys, the national automotive aftermarket retail and service chain. Fort Lauderdale-based Zimmerman was the incumbent on the business, which it won in 2008.

Spending on the account from January through September, 2012 was $26.2 million, according to Nielsen. That amount does not include digital marketing or business-to-business advertising.

Mullen won the business after a review, which included other undisclosed contenders. It's not known whether Zimmerman defended the business. The agency and reps at the Pep Boys did not return calls for comment. New creative work is expected in the first half of 2013.

In discussing the company’s third-quarter results last month, the company’s CEO Mike Odell emphasized digital initiatives as a priority in the company’s marketing and merchandising efforts.

Mullen parent Interpublic merged Winston-Salem agency Long Haymes Carr with the Boston agency in 2001, creating the southern outpost which works for Unilever, Hanesbrands, CSX Transportation, Men’s Wearhouse and Food Lion.