Last year, the automotive dealership Herb Chambers Companies launched a branding campaign to position the dealership company, which operates more than 50 locations throughout the Northeast, as its own brand rather than to sell specific car brands.
Now, the dealership is switching agencies from DeVito/Verdi to Forge Worldwide. Forge will continue to support this branding campaign appearing on billboards and via print advertising, with new work debuting this month.
Regional bonds may have helped Forge land the account. The Boston-based agency is closer to the dealership's Somerville, Mass.-based headquarters than New York-based DeVito/Verdi and many of the ads reference location-specific details.
For instance, taglines for the latest effort include "After this winter, you deserve a medal, better yet, a new car" and "Now that parking spots are clear, put a new car in one," referencing the heavy snow that affected the Boston area.
"We’re thrilled to partner with an organization so dedicated to delivering an exceptional car buying experience," says Harry Chapin, CEO, Forge Worldwide. "We’re excited to help the brand continue to grow its market leadership position.”
Herb Chambers is ranked 12th in the United States with annual sales approaching $2.5 billion.
Other Forge clients include Friendly’s Ice Cream, Cisco, Dragon, Rockland Trust and Spaulding Rehab Network.