Stone Wins Carquest Creative, Media Buying

ATLANTA After a review, Carquest said it has selected The Stone Agency to provide creative and media buying for its advertising account valued at between $8 million and $10 million.

The incumbent, independent French West Vaughan of Raleigh, N.C., did not participate in the review.

The Stone Agency, also an independent shop in Raleigh, will create and produce national television, print and radio ads for the company, which will begin running early next year. The ads will target do-it-yourselfers and dealers.

Although the media plan has not been finalized, the shop said that the TV spots will play on broadcast and cable networks nationwide and the radio ads will air on major stations across the country. Print ads will be placed in newspapers, magazines and trade journals.

The campaign will include a Spanish-language component that Stone will develop with a Hispanic advertising agency. The shop said that it has not formalized an agreement with a minority-marketing partner.

Carquest, also based in Raleigh, sells automotive replacement parts, accessories, tools, chemicals, paint and other supplies from more than 3,400 stores nationwide.