CSK Auto @ Acento.

Acento in Los Angeles has been assigned Hispanic advertising and public relations duties for CSK Auto, Inc. Acento will handle strategic and media planning, creative and grass roots efforts for CSK Auto’s brands Checker Auto parts, Schuck’s Auto Supply and Kragen Auto Parts in markets where they have a presence, mostly in the Western U.S.

“The growing Hispanic population in the CSK Auto core markets represents an increasingly important segment of our customer base,” says Jim Schoenberger, vice president of marketing for CSK Auto, Inc. “Acento is the right partner to help us further realize our commitment to the Latino community. We look forward to working together and creating a strategy that will increase CSK Auto’s presence and sales in this market.”

“We welcome the opportunity to work in a highly competitive category,” said Benito Martínez-Creel, President and CEO of Acento. “We own a branding formula built up from our sound experience in retail and we are ready to use it to continue the growth of the CSK Auto brands and increase the connection they have with the Latino community.”
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CSK Auto has been active in high-density Hispanic markets, but recognized the need for a new partner in developing more Latino-focused strategic planning, going beyond the traditional media mix to include non-traditional media vehicles. The new integrated-marketing campaign is expected to launch by end of spring.