Stalled Account Changes IPG Agencies

ATLANTA More than two years after losing the Carfax account in a review, The Martin Agency once again will produce the client’s advertising, the company said.

The account was moved from sister Interpublic Group shop Lowe in New York, which won the review in 2003, to Martin without a review. Billings were not disclosed, but the Fairfax, Va., company spent $31 million on advertising last year and $11 million during the first six months of this year, according to Nielsen Monitor-Plus. Media duties remain at WPP Group’s MindShare in Chicago.

“Our director of marketing enjoyed working with Martin and we feel comfortable with their creative take on our company,” a Carfax representative said.

A spokesperson for Lowe said the account had been inactive for the past two years. The shop made three television ads that aired in 2003 and are currently playing again.

Martin worked with the company from 1999 until losing the account to Lowe in 2003. During that time, Martin created one of Carfax’s most memorable TV spots that featured a dog driving a truck into a lake while chasing geese. The ad won several regional and national awards.

Current executions by Lowe will continue to run until the new work from Martin is introduced early next year. Lowe’s work includes a series of TV ads in which people are interviewing cars to determine their ownership histories and inquire about defects.