Stone & Ward to Give Meineke a Creative Tune-Up

Stone & Ward said its “consumer-centric approach” helped it win the creative portion of Meineke Discount Muffler Shops’ $18 million account.

The Little Rock, Ark., shop pitched three campaigns that communicated four attributes customers said were important when making a decision to choose Meineke, S&W president Millie Ward said. She said she could not specify those messages for proprietary reasons.

The shop also presented creative that did not look as “hard-core automotive” as traditional ads in the category, Ward said.

Gene Zhiss, Meineke’s vice president for marketing and dealer communications, said he was impressed with the strategy and creative presented by the shop and its experience with other franchise-oriented companies, including TCBY and Terminix.