Interpublic Group ad shop Campbell Ewald has been named agency of record for IHS Inc.’s CARFAX, which creates vehicle history reports about used cars. The appointment came after a review. Previously the client worked with Y&R Chicago, which did not participate in the review.
CE’s scope of work includes brand and product positioning, creative strategy and direction and helping the client better understand how consumers experience and interact with the brand.
The widely recognized “Car Fox” character, created by the Zimmerman Agency (with help from outside vendors) back in 2009 will continue to be a part of the marketing mix, according to CE.
"We have been working hard to develop new products that help people buy, sell and own their cars with more confidence," stated Dick Raines, president of CARFAX. "We were very impressed by Campbell Ewald's work helping other companies better understand the needs of their customers. We're excited about working with Campbell Ewald to let consumers know about all the new ways we can help with their used cars."
"With automotive shopping being an overwhelming and intimidating process for some consumers, our work will showcase the ease, reliability and range of services available from CARFAX," added Kevin Wertz, CEO of Campbell Ewald.
The CARFAX win follows word last month that CE’s Los Angeles office won the IHOP creative account.