Speedy Auto Service is ready to rev up its marketing in the coming months, and has named Rain 43 (formerly Partners & Edell) as its agency of record after working with the Toronto-based agency on several small projects.
Speedy didn’t hold a review, but instead worked with a number of agencies on a per project basis. Each of those marketing projects went to market, explained David Lush, president and CEO of Prime CarCare Group, the Toronto-based parent of Speedy Auto Service and Minute Muffler.
Rather than holding a formal review, Lush said he prefers to work hand-in-hand with agencies on strategic assignments “to see what the work looks like in a normal working relationship.”
He declined to name the other agencies he’s recently worked with.
Speedy hasn’t had an AOR since it was acquired by Prime CarCare in 2007.
The automotive repair business is a sea of sameness in terms of marketing because the majority of it is price-based, said Lush. “We’ll be making some bold statements with aggressive positioning and a change from where we’ve been.”
John Farquhar, chief creative officer at Rain 43, said the effort would include both traditional and digital media. “[Speedy has] gone dark for a long period of time and now has an opportunity to relaunch the brand into the marketplace,”
