LAPIZ named General Market Creative AOR For Advance Auto Parts

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.”

“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.