WPP agency VML, known primarily as a digital shop, has been awarded creative agency of record duties for NAPA Auto Parts after a formal agency review.
The company spent about $35 million on measured media in 2012 according to Kantar.
The scope of work includes both analog and digital chores and the win signals how blurred the line is becoming between the two worlds as marketers strive for more integrated solutions from their agencies.
The incumbent was Publicis Kaplan Thaler.
VML will be responsible for all national creative duties for the client, including TV, radio, print, sponsorship activation and digital.
“VML’s focus has always been about challenging conventional thinking and delivering more relevant, innovative and category-changing ideas,” said VML CEO and President Jon Cook. “These were some of the priority ingredients that NAPA wanted in an agency partner.”
NAPA Auto Parts is a unit of Genuine Parts Co. of Atlanta, Ga. The Bedford Group in Atlanta managed the review for NAPA.