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Merchant's, Inc. Taps Fletcher Martin Associates

10 February 1999

Merchant's, Inc. Taps Fletcher Martin Associates

    ATLANTA--Feb. 10, 1999--Andy Fletcher, president of Fletcher Martin Associates, today announced that the agency has been selected to handle media services for Manasses, Virginia-based Merchant's, Inc.
    The effort will include broadcast media planning and buying services. Creative and research will be handled in-house. Expected annual billing for the account is $2-$2.5 million.
    "We're really excited about the opportunity to work with Merchant's," said Fletcher. "They are a great retailer, they provide excellent service to their customers, and working with them will allow us to put our strong retail experience to work in this category."
    Steven G. Steffens, vice president of marketing and Tara Rosenberger, director of advertising, conducted an extensive review of media buying services. "After a thorough analysis of each agency and their ability to fulfill our needs, we selected Fletcher Martin. We did so because of their experience in Merchant's marketplace, as well as their expertise in micro-media planning based on individual store trade areas they have developed working with fast food and other retail accounts," said Steffens.
    Merchant's, Inc., founded in 1943, is a family-owned, privately held business specializing in tire sales and complete auto service, maintenance and repairs. The company owns and operates over 120 retail locations covering five Mid-Atlantic states and the District of Columbia. Merchant's is committed to the highest quality customer service and products. All service work is completed by ASE certified technicians and the company offers a complete complement of tire brands including BF Goodrich, Bridgestone, Firestone, Goodyear, Kelly, Michelin, General, Pirelli, and Uniroyal.
    Fletcher Martin Associates is one of the Southeast's fastest growing advertising agencies and public relations firm. With more than $60 million in 1998 gross billings, Fletcher Martin's staff of 85 currently represents major clients including AMC, Inc., Arby's, the Atlanta-Journal Constitution, Cellular South, First Data Corporation, Great American Cookies, and Mrs. Winner's Chicken & Biscuits.