CHICAGO, Dec. 20, 2016 /PRNewswire/ -- LAPIZ was named the official agency of record for Advance Auto Parts' general market business. The agency has managed the retailer's Hispanic market work since 2014, and will now lead marketing efforts for both general and Hispanic markets across North America.
Most recently, LAPIZ created the Advance Auto Parts "Car + Culture" digital content series, which celebrates stories of unique car cultures found in cities across the country. The four episodes feature Albuquerque, Miami, Chicago and Houston, and were launched via YouTube beginning in July. The program will extend into 2017.
"LAPIZ has always provided a great understanding of our DIY customer," said Advance Auto Parts Chief Marketing Officer Walter Scott. "We look forward to extending our creative partnership to build our brand in the North American general market."
Advance Auto Parts joins a growing list of general market account wins for LAPIZ. Across the agency's roster, existing client relationships continue to grow beyond multicultural to include general market work as well, reflecting a complex reality in today's marketplace.
"Many advertising agencies focus only on winning new business. While that is important to us, we continue to find new ways to solve our current client business challenges," said Gustavo Razzetti, LAPIZ executive vice president and managing director. "Our outsider perspective allows us to provide innovative business solutions not just advertising campaigns."
Approximately 40 percent of LAPIZ client relationships target a 'hybrid' market that includes both general market and multicultural audiences. As the general population and marketplace become increasingly diverse, the need for work and hybrid agencies that cross cultural borders is imperative to business success. LAPIZ's hybrid relationships include Mexico Tourism Board, Advance Auto Parts and ACH Foods, as well as project-based work for several other existing clients.
Established in 1999, LAPIZ is a marketing agency that uses outside perspectives to challenge established beliefs and create the unexpected. LAPIZ work has consistently been recognized in top creative and effectiveness international awards shows including several Cannes Lions, Clios and EFFIES. Part of the Leo Burnett Group, LAPIZ works with some of the world's most valuable brands including Advance Auto Parts, Allstate, Purina, Mexico Board of Tourism, Marshalls and P&G.
About Advance Auto Parts
Advance Auto Parts, Inc., a leading automotive aftermarket parts provider in North America, serves both professional installer and do-it-yourself customers. As of October 8, 2016, Advance operated 5,058 stores and 127 Worldpac branches and served approximately 1,250 independently owned Carquest branded stores in the United States, Puerto Rico, the U.S. Virgin Islands and Canada. Advance employs approximately 74,000 Team Members. Additional information about the Company, employment opportunities, customer services, and on-line shopping for parts, accessories and other offerings can be found on the Company's website at www.advanceautoparts.com.
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