Adweek reported CarMax selected McKinney as its new White advertising agency, following a shootout including BBDO in Atlanta and The Martin Agency in Richmond, Virginia. As previously noted, adpeople and car salespeople rank high among the most dishonest professions, so the review could have boiled down to determining which untrustworthy White agency lied best in order to service the deceptive client. Don’t know too much about McKinney, although a peek at the agency website shows the leadership is predominately White. Plus, the shop once embarrassed itself competing on AMC series The Pitch. Guess the CarMax win is a step up for the North Carolina agency. Congratulations!
CarMax Picks Its Next Lead Agency
Brand spends $60 million in media annually
By Andrew McMains
CarMax has selected McKinney as its new lead creative agency, according to sources.
The used-car retailer spends about $60 million in media annually. The selection came after a review in which there were two other finalists: BBDO in Atlanta and The Martin Agency in Richmond, Va. Final presentations took place on Friday and Monday at CarMax’s headquarters in Richmond.
McKinney and CarMax could not immediately be reached. But sources said CarMax shared its decision with contenders.
As lead agency, McKinney succeeds Silver + Partners in New York, which did not participate in the review. Silver, formerly known as Amalgamated, has worked on the brand since 2010 and created this year’s “Slow Clap” ad for the Super Bowl.
The search coincided with the installation of a new chief marketing officer. Jim Lyski, former CMO at Scotts Miracle-Gro, arrived in August, filling a vacancy left by the December 2012 exit of Joseph Kunkel, who was svp of marketing and strategy.