NAPA AUTO PARTS Boldly Seems to be to the Future with Advertising Staff Hires and New Company Companions


ATLANTA, Feb. 3, 2022 /PRNewswire/ — NAPA AUTO PARTS is reigniting its iconic model by way of strategic alliances with new company companions and reworking its inside advertising crew with advertising disruptors from a number of Fortune 500 corporations. These new gamers will place a precedence on the fashionable and rising calls for of shoppers, additional differentiating NAPA within the extremely aggressive auto care and auto restore trade.

Strategic promotions and hires embody Jamie Walton, govt vp, chief merchandising officer, an automotive aftermarket veteran who beforehand led merchandise and strategic advertising for Real Components Firm (GPC) Asia Pacific till February 2021, and Marti Walsh, vp, advertising, who joined NAPA in late 2020 after a virtually 20-year tenure at The Coca-Cola Firm. After a aggressive RFP course of, companies The Variable, Merkle and Golin will be a part of forces to spherical out NAPA’s exterior associate crew.

“NAPA has saved folks on the highway in communities worldwide for the final 100 years, and we plan to do this for the following century,” says Walton. “We’re arriving on the daybreak of a completely new period for our trade and this collective crew brings the thrill, vitality and fervour required to drive worth and shared values with prospects, retailers, traders and the enterprise neighborhood.”

One of many new advertising crew’s first steps was to launch aggressive RFPs in October 2021, difficult potential companions for breakthrough pondering forward of 2022 exercise. Following that course of, NAPA chosen the three new companies to work in tandem and convey their model into the long run.

  • The Variable, a Winston-Salem, N.C.-based firm that mixes promoting and innovation to assist overcome indifference, as company of report for model technique, inventive, content material and social. The Variable will leverage an built-in crew of strategists, creatives, social specialists and neighborhood builders to assist NAPA uncover and develop a brand new and bold method to each near- and long-term enterprise development. The Variable’s first focus has been collaborating with NAPA to craft a daring model technique to information the group’s future, and its first built-in inventive marketing campaign for the model is anticipated to launch within the third quarter.
  • Merkle, a worldwide, data-driven buyer expertise administration (CXM) firm, based mostly in Columbia, MD, has been appointed NAPA’s CRM company to steer buyer advertising and improve the prevailing loyalty work for NAPA Rewards. Merkle will assist NAPA construct a personalised and progressive CRM program to fulfill NAPA prospects the place they’re – including worth throughout the client journey through a CRM strategic roadmap, inventive, analytics and execution throughout owned channels.
  • Golin, a worldwide public relations company a part of Interpublic Group Inc., with headquarters in Chicago, was chosen as NAPA’s first-ever PR company. Driving earned media and engagement, thought management and influencer technique, Golin will take its almost 70-year expertise of modernizing legacy manufacturers to assist NAPA boldly transition into the long run. The company will do that with a concentrate on fostering deeper viewers connections by way of cultural relevancy and engagement. The Golin crew supporting the NAPA work will embody subject material specialists throughout technique, inventive, earned media, digital and company communications. Golin may even associate with Real Components Firm (GPC), the dad or mum firm of NAPA, to drive the company model’s communication technique ahead.

NAPA’s newly established model advertising crew has already begun working with its new company companions to develop and convey to market a daring new model positioning that leverages the model’s iconic legacy whereas paving a brand new and bold highway for the long run.

“The profitable mixture of NAPA’s in-house advertising crew, The Variable, Merkle and Golin will strategically lead us into the long run and guarantee our trade legacy will endure for the century forward,” provides Walsh.

NAPA, a member of the Real Components Firm’s Automotive Components Group, a number one distribution system with almost 6,000 NAPA AUTO PARTS shops within the U.S. supported by a nationwide community of distribution facilities and greater than 560,000 accessible elements, equipment and provides. The NAPA community extends to greater than 17,000 NAPA AutoCare and AutoCare Collision Facilities throughout the U.S. With a fame for high quality elements, speedy availability and educated folks, NAPA AUTO PARTS serves automotive service professionals, do-it-yourselfers and on a regular basis drivers with high quality elements, equipment and provides to maintain automobiles, vehicles and tools performing safely and effectively. For extra info, go to 

About Real Components Firm
Based in 1928, Real Components Firm is a worldwide service group engaged within the distribution of automotive and industrial substitute elements. The Firm’s Automotive Components Group distributes automotive substitute elements within the U.S., Canada, Mexico, Australasia, France, the United Kingdom, Eire, Germany, Poland, the Netherlands and Belgium. The Firm’s Industrial Components Group distributes industrial substitute elements within the U.S., Canada, Mexico and Australasia. In complete, the Firm serves its world prospects from an in depth community of greater than 10,000 places in 15 international locations. Real Components Firm had 2020 revenues of $16.5 billion. Additional info is obtainable at

About The Variable
Headquartered in Winston-Salem, N.C., The Variable combines an promoting company that drives development for at present with an innovation consultancy that designs development for tomorrow. By means of an built-in providing that features technique, design, product innovation, promoting, social, neighborhood constructing, and extra, The Variable helps globally-recognized manufacturers together with Electrolux, Scotts, Char-Broil, NAPA, BASF, Nestlé, P&G and others speed up enterprise transformation within the relentless struggle towards client indifference. Along with the influence made on the general enterprise of The Variable’s purchasers, the company’s distinctive mixture of creativity and innovation has garnered form reward and spectacular awards from main publications. The Variable has been an Advert Age Small Company of the 12 months thrice since 2015; Was named one in every of Adweek’s Quickest Rising Companies in 2021; Earned a spot on Quick Firm’s Greatest Workplaces for Innovators in each 2020 and 2021, and was chosen by Forbes as one in every of America’s Greatest Startup Employers in 2021. For extra info on The Variable, go to

About Merkle
Merkle is a number one data-driven buyer expertise administration (CXM) firm that makes a speciality of the supply of distinctive, customized buyer experiences throughout platforms and gadgets. For greater than 30 years, Fortune 1000 corporations and main nonprofit organizations have partnered with Merkle to maximise the worth of their buyer portfolios. The corporate’s heritage in information, know-how, and analytics varieties the muse for its unmatched abilities in understanding client insights that drive hyper-personalized advertising methods. Its mixed strengths in efficiency media, buyer expertise, buyer relationship administration, loyalty, and enterprise advertising know-how drive improved advertising outcomes and aggressive benefit. With greater than 14,000 staff, Merkle is headquartered in Columbia, Maryland, with 50+ extra places of work all through the Americas, EMEA, and APAC. Merkle is a dentsu firm. For extra info, contact Merkle at 1-877-9-Merkle or go to

About Golin
Golin is a worldwide public relations company that helps corporations create change that issues. Collectively, we uncover highly effective human truths that bind us, create with bravery and collaborate inclusively and obsessively. Golin’s 1,700 world staff function throughout 50+ places of work worldwide, permitting us to supply our purchasers with complete options for multi-market, regional and world communications applications. Golin was named PRWeek’s 2021, 2020 and 2019 World Company of the 12 months, AMEC’s 2021, 2020 and 2019 Communications Analysis + Measurement Staff of the 12 months, PRovoke Media’s 2021 North America Giant Company of the 12 months, a 2021 Chicago Tribune Prime Office and is the first-ever PR company to be credited with “ideation,” when the agency took residence Gold and Silver Lions on the 2019 Cannes Lions Competition of Creativity.

Media Contact:
Marissa Driscoll
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