Meineke Car Care Centers has selected Interpublic Group’s ID Media — a direct and digital media services firm — as its lead agency for print media, without a formal review, the client has confirmed.
Meineke spent $10 million all told last year in major measured media, per Nielsen.
Previously, most of the task was handled in-house. The shop has been hired to assume the entire print assignment and plans to adopt a direct-response approach.
Wyse Advertising continues as lead creative and media planner, and will work with ID Media on some assignments.
Nancy Truesdale, Meineke’s director of advertising, said, “By partnering with ID Media, our media strategy will be much more ROI focused.”
Meineke will work with the agency, a unit of IPG’s Mediabrands, to drive sales utilizing new local geo-targeting techniques for newspapers, direct mail and other tactics.
ID will be responsible for print planning, buying and strategy on a national and regional level and will customize plans for over 150 local markets, factoring in historical response data and demographics.
“ID Media provides clients with both buying power and accountability,” said John Cayne, vp, director of marketing at the shop. “We treat Meineke’s media budget like an investment, not an expenditure.”
The client, based in Charlotte, N.C., represents over 900 franchised service centers in the U.S. and abroad in markets such as Canada, Mexico and China.