Texans Round Up Western Car Dealers

DALLAS Fogarty Klein Monroe has won the $12 million creative and media account of automotive retailer DriveTime after a review, the agency said.

The other finalists in the review were not disclosed. The incumbent was O’Leary & Partners, an independent in Irvine, Calif.

Houston-based FKM is an independent shop with annual billings of $230 million, a spokeswoman said.

DriveTime, based in Phoenix, operates 81 dealerships in eight states and 13 metropolitan areas, offering “second-chance finance” to customers with impaired credit histories. The company claims to be the nation’s largest dealership catering to that market.

“Our mission is about providing options for customers, and Fogarty Klein Monroe will disseminate that message in innovative ways while helping us connect with our consumer,” said DriveTime CEO and president Ray Fidel. “The plan is to roll out the new branding and creative campaign by year-end.”

FKM said it would handle branding, broadcast and print advertising, and media planning and buying for DriveTime.

“Our national retail experience, focus on brand building and targeted media approach provide a foundation for our relationship with the DriveTime team,” said Tom Monroe, agency president and chief creative officer. “We presented an energetic way of conveying the DriveTime message and we are developing a full creative execution to effectively engage the DriveTime consumer.”