NAPA AUTO PARTS Boldly Appears to the Future with Advertising and marketing Staff Hires and New Company Companions

ATLANTA, Feb. 3, 2022 /PRNewswire/ — NAPA AUTO PARTS is reigniting its iconic model via strategic alliances with new company companions and reworking its inside advertising and marketing staff with advertising and marketing disruptors from a number of Fortune 500 firms. 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 business.

Strategic promotions and hires embrace Jamie Walton, govt vice chairman, chief merchandising officer, an automotive aftermarket veteran who beforehand led merchandise and strategic advertising and marketing for Real Elements Firm (GPC) Asia Pacific till February 2021, and Marti Walsh, vice chairman, advertising and marketing, who joined NAPA in late 2020 after an almost 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 staff.

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

One of many new advertising and marketing staff’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 longer term.

  • The Variable, a Winston-Salem, N.C.-based firm that mixes promoting and innovation to assist overcome indifference, as company of file for model technique, inventive, content material and social. The Variable will leverage an built-in staff of strategists, creatives, social specialists and neighborhood builders to assist NAPA uncover and develop a brand new and bold strategy to each near- and long-term enterprise progress. 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 predicted to launch within the third quarter.
  • Merkle, a worldwide, data-driven buyer expertise administration (CXM) firm, primarily based in Columbia, MD, has been appointed NAPA’s CRM company to guide buyer advertising and marketing and improve the prevailing loyalty work for NAPA Rewards. Merkle will assist NAPA construct a customized and modern CRM program to fulfill NAPA prospects the place they’re – including worth throughout the shopper 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 practically 70-year expertise of modernizing legacy manufacturers to assist NAPA boldly transition into the longer term. The company will do that with a deal with fostering deeper viewers connections via cultural relevancy and engagement. The Golin staff supporting the NAPA work will embrace subject material specialists throughout technique, inventive, earned media, digital and company communications. Golin can even associate with Real Elements Firm (GPC), the dad or mum firm of NAPA, to drive the company model’s communication technique ahead.

NAPA’s newly established model advertising and marketing staff 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 longer term.

“The successful mixture of NAPA’s in-house advertising and marketing staff, The Variable, Merkle and Golin will strategically lead us into the longer term and guarantee our business legacy will endure for the century forward,” provides Walsh.

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

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

About The Variable
Headquartered in Winston-Salem, N.C., The Variable combines an promoting company that drives progress for right now with an innovation consultancy that designs progress for tomorrow. Via 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 battle in opposition to client indifference. Along with the influence made on the general enterprise of The Variable’s shoppers, the company’s distinctive mixture of creativity and innovation has garnered sort 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 all 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 all America’s Greatest Startup Employers in 2021. For extra data on The Variable, go to

About Merkle
Merkle is a number one data-driven buyer expertise administration (CXM) firm that focuses on the supply of distinctive, personalised buyer experiences throughout platforms and units. For greater than 30 years, Fortune 1000 firms 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 kinds the muse for its unmatched expertise in understanding client insights that drive hyper-personalized advertising and marketing methods. Its mixed strengths in efficiency media, buyer expertise, buyer relationship administration, loyalty, and enterprise advertising and marketing know-how drive improved advertising and marketing outcomes and aggressive benefit. With greater than 14,000 workers, 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 data, contact Merkle at 1-877-9-Merkle or go to

About Golin
Golin is a worldwide public relations company that helps firms 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 international workers function throughout 50+ places of work worldwide, permitting us to offer our shoppers with complete options for multi-market, regional and international communications packages. 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 High 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
[email protected]


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