Pep Boys Drops Shop; Talks to Ayer

PHILADELPHIA – The Pep Boys-Manny, Moe & Jack, an automotive parts and service retailer based here, is in search of a new advertising agency, after dropping its agency of two years, Admarketing/L.A.
Pep Boys vp/advertising Richard Hammill said last week that the company is currently talking to one agency, NW Ayer/N.Y., however no decision has yet been made. He declined to comment further on the split from Admarketing or whether the change in agencies also marks a new direction in the company’s advertising plans.
Although Pep Boys claims Ayer is the only agency involved for the estimated $7-10 million account, a relationship between the 300-store chain and Ayer may not be a done deal. The company apparently is considering broadening its options to include other agencies in the Midwest and East, sources said last week. Pep Boys quietly has asked for reels and credentials from a small number of agencies in both regions, sources said last week.
Hammill denied that the company is talking to agencies other than Ayer, but said he had received unsolicited materials from several shops.
‘We are really only actively talking to Ayer right now,’ Hammill said. ‘But we haven’t made a decision yet and that’s all I can really say.’
Pep Boys spent $13.5 million on advertising in 1990; $7.3 million in 1991; and $8.5 million in 1992, according to Leading National Advertisers.
Copyright Adweek L.P. (1993)