Interstate Batteries Selects Firehouse As Advertising Agency of Record
September 24, 2008
DALLAS – Interstate Battery System of America, Inc. (Interstate Batteries), the billion dollar battery company with a distribution point in every county in the U.S., recently selected Dallas-based independent Firehouse as its advertising agency of record following a month-long review process.
Firehouse will work with Interstate Batteries to implement branding initiatives internally and externally for the company. The execution will cross multiple media platforms, including advertising, retail, interactive, customer relationship management, new media and public relations.
“We were drawn to Firehouse because of the enthusiasm they showed for our brand. After we experienced the collaborative culture that permeates the whole agency, we were hooked,” said Scott Miller, vice president of advertising and public relations for Interstate Batteries. “Add to that the big-brand experience that the agency leadership and creative team brings to the table, and we were sold.”
Carlos Sepulveda, president and CEO of Interstate Batteries, added, “Our executive team participated in Firehouse’s Brand Ignition™ program earlier in 2008, and we were impressed by their approach and ability to help us succinctly define our brand purpose. It was a great experience for our brand and that led to us considering them for the AOR assignment.”
For fiscal year 2008 (which ended in April), privately held Interstate Batteries posted revenue of $1.5 billion, which represented double-digit revenue growth over 2007 results. Predictions for fiscal year 2009 show continued growth for revenue, as well as labor force. The company’s staffing grew by 11% year-over-year for fiscal year 2008, and Interstate plans to add approximately 50 more team members over the next year across four segments of their business.
Specific to the recent growth within those business segments, the company’s oldest and largest division—the automotive replacement battery group—saw a 5% lift in sales for fiscal year 2008 over last year. The fastest growing segment, however, is its Interstate All Battery Center division, known for its “Every Battery for Every Need®” mantra and backed up by its “Have it, Find it, Build it®” promise. The group has registered record franchisee signings this year and has seen growth of more than 100% over the past two years.
“Despite the fact that consumers use an average of 30 batteries each year, batteries still aren’t something you think about until you need them,” said Mark Hall, president and founder of Firehouse. “We look forward to using our insights and creativity to ensure that the Interstate Batteries brand is generating and leading conversations about consumers’ needs for batteries.”
The Interstate Batteries win comes on the heels of the recent addition of Rug Doctor marketing and PR efforts to Firehouse’s growing client portfolio. Firehouse works with a number of national and international brands, including Maggiano’s Little Italy, Romano’s Macaroni Grill, Dr. Pepper, Nokia and ThyssenKrupp Elevator.
