Turtle Wax taps Zeno after years of in-house communications

CHICAGO: Turtle Wax, which bills itself as the number one selling brand of car-care products in the world, has hired Zeno as its agency of record.

CHICAGO: Turtle Wax, which bills itself as the number one selling brand of car-care products in the world, has hired Zeno as its agency of record.

Zeno bested 11 other agencies considered for the assignment. Chicago-based Turtle Wax has not had a PR agency for several years.

The company picked Zeno because of the creativity the agency showed in its pitch, said Tom Healy, VP of marketing.

The decision to hire an agency is part of Turtle Wax's new marketing effort to make the brand more appealing to the 16 to 34-year-old demographic, Healy said.

Zeno is already working on scheduling a spring media event in New York City, at which Turtle Wax will work on making over cars brought in by invited editors. Magazines that appeal to young male readers are being pitched to take part in the event, Healy said.

Turtle Wax also has christened its research & development staff the Turtle Wax Shine Center. Zeno plans to position the Shine Center staff as car authorities. "We want to make it a news bureau to educate consumers," Healy said.

The company also has begun a 10-city tour featuring two cars that it created to show off its name and products. Zeno will work to get media attention for the tour, Healy said.

Other elements of the marketing effort include a redesigned company logo and a TV ad campaign.

Healy declined to discuss financial terms of the agreement. Bridget Brennan, MD for Chicago at Zeno, said the agency has put five people in its Chicago office on the account. VP Grant Deady is heading the team.

Zeno's experience with such clients as Kia Motors America, Gladiator GarageWorks and Skil Power Tools means that "we work with the men's magazines that Turtle Wax is trying to reach," Brennan noted.

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