Pep Boys Gets Online Tuneup

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Auto supply chain Pep Boys named Critical Mass, Chicago, to handle interactive work.


Key to that appointment is the redesign of pepboys.com. Critical Mass will tweak the site to better reflect the Pep Boys' brand and synchronize it with overall advertising and marketing.


Based in Philadelphia, Pep Boys operates 629 stores and more than 6,500 service bays in 36 states and Puerto Rico. Besides vehicle repair and maintenance, the chain is a retailer of car parts and replacement tires.


The revamped pepboys.com will continue to feature the chain's founders -- Manny, Moe and Jack -- but also will target different customer segments. This will include do-it-yourselfers and people who like their cars serviced at Pep Boys. The site relaunches later this year.


Critical Mass, half-owned by ad agency holding company Omnicom Group Inc., won the account because of its experience with automotive brand DaimlerChrysler Corp.'s Mercedes-Benz.


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