AutoZone has initiated a creative review process, ending a decade-long partnership with Havas Chicago. The agency has been AutoZone’s creative agency since 2014, with contributions from other Havas entities like Annex88 on various campaigns.
The agencies competing for the AutoZone account include BarkleyOKRP, The Community, EP+Co, and Nashville-based Bohan. The review is being managed by Jeffries Consulting, led by consultant Daniel Jeffries, with final pitches expected at the end of July.
Throughout their partnership, Havas Chicago has produced several notable campaigns for AutoZone, such as the 2016 “Turkey Run” campaign, featuring a human-like turkey emphasizing the importance of car maintenance for holiday travel.
These campaigns have consistently focused on AutoZone’s customer service and the well-known tagline, “Get in the zone, AutoZone.” According to Ad Age, that tagline may still be in play for future campaigns.
In fiscal year 2023, AutoZone spent $161.9 million on global advertising, which included $62.4 million in vendor promotional funds, leading to a net advertising expense of $99.5 million. The company’s net sales increased by 7.4% to $17.46 billion. AutoZone operates 7,140 stores, with 6,300 in the U.S., making up 89% of its global sales, while Mexico accounts for most of its international revenue.
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Havas Chicago and the competing agencies declined to comment on the review, and AutoZone has not yet responded to inquiries. As one of the largest auto parts retailers in the U.S., AutoZone’s new creative direction will be closely watched following the outcome of this review.
We hate to see any client leave a Chicago agency, here’s hoping that AutoZone stays here.
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