BCP wins account for major auto parts distributor

National media buys are part of a win that includes traditional and web creative, and strategic development.

Communications agency BCP has been awarded the account for NAPA, the largest distributor of auto parts in North America, following a national invitation to pitch. The Montreal-based agency will handle traditional and web creative, strategic development, as well as the media buys and placements across Canada.

In an announcement made yesterday, BCP states their mandate is to apply an integrated communications strategy across Canada, focusing on NAPA Autopro, mechanic and bodyshop specialists, and Napa Auto Parts retail stores. The approach will be applied over multiple platforms, including web, outdoor, print and TV.

BCP won the pitch because of the quality of the creative presented, their unique, integrated communications solutions and their spark, says François Cadoret, VP corporate planning and strategic development at NAPA.