Inside the Pitch: Genuine Parts Company says ‘you’re the best’

September 1, 2020 | Share this article

Genuine Parts Company (GPC) Asia Pacific has been preparing for some time for Father’s Day, a big sales event in the calendar of Australasia’s largest automotive aftermarket parts and accessories provider.

And that includes finding and appointing a new media agency to represent brands such as Repco, the auto parts name said to be loved by males.

One of the first things Diana Di Cecco, GPC Asia Pacific’s general manager marketing AUNZ, did when she arrived at the company was to review contracts, and the media one was years old.

“I decided that we would need a new media partner and not just a transactional one,” she told AdNews.

“We wanted to align with an organisation with similar values to us. When it comes to the media space, I want to work with a bunch of really smart, awesome people. I want them to be professional and I want the smarts.

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