Express Oil Change Taps Positioning Expert Innis Maggiore as Agency of Record
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CANTON, Ohio (September 11, 2006) - Birmingham, Alabama-based Express Oil Change, LLC, the Southeast's fastest-growing automotive service center, recently named Innis Maggiore, the nation?s leading advertising agency specializing in the practice of brand positioning, as its agency of record.
Express Oil Change, a premium-service chain offering convenient oil changes and automotive maintenance and repair services with 160 drive-in locations in six states, began the search for a new marketing partner last year, and selected Innis Maggiore from among a field of three finalists. "They didn?t just come in with some clever ad ideas. They demonstrated a very different approach to analyze our business and define an entirely differentiated market position for us that we can own based on our strengths," said Richard Brooks, Express CEO. "What got our attention was they were very focused on our business development strategy; first, how we could differentiate our brand, and then, how to advertise most efficiently to grow the franchise."
"The Express Oil team represents the kind of client we find especially suited for Innis Maggiore," said Dick Maggiore, Innis Maggiore President and Chief Executive Officer. "They understand that putting brand positioning first as a competitive strategy is paramount. Working with a client like Express to develop its brand to capture mindshare and market share is the kind of work we have a passion for."
Express Oil Change was founded in 1979 and operates 160 company-owned and franchised locations in Ala., Ga., Miss., Tenn., S.C., and Fla. Express features a 10-minute oil change and a variety of automotive maintenance and repair services, all performed in modern, high-tech facilities by thoroughly qualified specialists and ASE-certified technicians.
Innis Maggiore is the nation's leading agency in the practice of positioning, building strong brand positions for companies in competitive markets. The advertising and public relations agency, with 2005 capitalized billings of more than $24 million, employs more than 40 associates at its offices in Canton and Youngstown, Ohio. Key clients include Alside, Aultman Health Foundation, Express Oil Change, Forum Health, NEOUCOM, Nickles Bakery, Parker Hannifin, Progressive Foam Technologies, RTI International Metals, Republic Engineered Products and Smithers-Oasis Co. Innis Maggiore is a member of the American Association of Advertising Agencies, the Direct Marketing Association, the National Investor Relations Institute and the Public Relations Society of America. The company maintains a website at www.innismaggiore.com.
For more information contact:
Email Jim Cyphert
"Positioning is the single most powerful concept in marketing. To stake a position means an organization, product, or service stands for one thing in the minds of prospects."- Dick Maggiore
"Nobody counts the number of ads you run; they just remember the impression you make."- Bill Bernbach
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