14519: CarMax To Stage A Competitive Car Wreck.

Advertising Age reported CarMax is shopping for a new White advertising agency, potentially trading in its White advertising agency of roughly five years for a fresh model. Given that advertising executives and car salespeople consistently rank high among the most dishonest professions, the competition could become a bullshitters shootout. Plus, CarMax is based in Virginia, where local politicians are dealing with multiple blackface and sexual assault charges. So don’t be surprised if the competitors includes Campbell Ewald, The Martin Agency and any shop freelancing Ralph Watson, Ted Royer or Jeremy Perrott.

CarMax creative account is up for review

Used-car retailer spent nearly $100 million in U.S. measured media in 2017

By Megan Graham

Used car retailer CarMax is test-driving new creative agencies.

The Richmond, Virginia-based company confirmed to Ad Age that it was reviewing its “advertising agency relationship.” A spokeswoman for CarMax said McKinney, its current agency, is participating in the review.

Durham, North Carolina-based McKinney has worked with the brand since 2014. An agency representative couldn’t be immediately reached for comment.

CarMax said it works with Vizeum as its media agency.

CarMax has more than 195 stores across the country, according to its website. The company spent an estimated $97.9 million in measured media in the U.S. in 2017, the most recent year for which full-year figures were available, according to Kantar Media.

With CarMax, McKinney’s “Greenie” work — its response to a mock luxury ad for a couple’s 1996 Honda Accord in 2017 — won a bronze Cannes Lion for real-time response in the “Social & Influencer” category. As bidding for the car on eBay skyrocketed, CarMax could only offer the Kelley Blue Book value to the couple, so made a video offering much-inflated prices for each of the personal items shown in the video, like a cat and a sandwich, for a total of $20,000.

CarMax said in December it is piloting an “omnichannel” buying experience that lets customers purchase cars online or start the process at home and complete the purchase in-store.

12412: CarMax Drives New Review.

Advertising Age reported CarMax is now seeking a new White media agency, having just named a new White advertising agency. As noted earlier, car salespeople and adpeople always rank high among the most dishonest professions. Media wonks may be the worst of the bunch.

Carmax Starts Media Agency Review

Recently Tapped McKinney to Handle Creative

By Alexandra Bruell

Carmax, one of the largest used-car retailers in the U.S., has begun a media agency review, according to people familiar with the situation.

The Richmond, Va.-based company spent $62.2 million on domestic measured media in 2013.

The move comes months after the appointment of Cheil’s McKinney as the company’s new creative agency and less than a year since Jim Lyski joined Carmax as CMO. Mr. Lyski was previously CMO of Scotts Miracle-Gro, which is another media agency account currently in review and under new marketing leadership.

“Jim’s extensive marketing experience and strategic understanding of today’s consumer will be a tremendous asset to CarMax,” said Tom Folliard, CarMax president and chief executive officer, in August. “CarMax is in the midst of a national expansion plan, opening 10 to 15 stores in each of the next two fiscal years. We’re pleased to have Jim join us at this exciting time.”

Carmax is slated to issue an RFP over the next few weeks and begin presentations next month.

For the third quarter ended November 30, 2014, Carmax reported a 15.8% increase in net sales and operating revenues to $3.41 billion. Net earnings grew 22.2% to $130.0 million.

The company also recently began selling vehicle inventory on AutoTrader.com and Cars.com after a 16-month hiatus from the sites.