BURBANK, Calif.—Heafner Tire Group Inc.'s Winston Tire Auto Service and Repair retail chain has hired the Mendelsohn/Zien advertising agency in Los Angeles to coordinate advertising and marketing activities for the 200-plus-store chain in California and Arizona. Mendelsohn/Zien will perform a "full media plan," said Todd Linscott, Winston's vice president of advertising and marketing, but he declined to provide specifics about the cost or length of the campaign.
Heafner reportedly screened about 35 agencies, and Mr. Linscott said Mendelsohn/Zien was selected partly because of the campaigns it executed for BMW autos and Carl's Junior, a California fast-food restaurant chain.
Until last spring, Mendelsohn/ Zien worked for another California tire dealership, AKH Co. Inc. of Commerce, Calif., which does business as Discount Tire and Evans Tire and Auto Centers.
"We understand the tire business from working with them," said Richard Zien, managing partner of the agency, which has annual billings of about $110 million.
An article on the agency selection in Adweek, an advertising industry trade publication, said Mendelsohn/Zien would work with Winston Tire to expand its operations nationally, but both Messrs. Linscott and Zien declined comment on that report.