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The Pep Boys | Company Profile, Marketing Contacts, Media Spend, Brands

Founded in 1921 and headquartered in Philadelphia, PA, The Pep Boys is a full-service automotive aftermarket chain. Throughout the United States, Pep Boys offers vehicle maintenance and repair capabilities as well as serves the commercial auto parts delivery market and replacement tire distribution.

Main Telephone (215) 229-9000
Main Fax (215) 430-4660
Primary Address
3111 West Allegheny Avenue
Philadelphia, PA 19132

The Pep Boys Contacts

Contacts (5/14)
Name Title State
Richard M. Senior Vice President, Merchandising & Marketing PA
Sample of Associated Brands
Email: *****@*******.***
Main Phone: (215) 229-9000
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 3111 West Allegheny Avenue
Philadelphia, PA

John H. Senior Vice President, Service Sales & Operations PA
Wade S. Senior Vice President, Sales & Operations GA
John S. eCommerce Merchandising Assistant Vice President PA
Chris V. Vice President, Digital Operations & eCommerce PA

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
The Pep Boys *******

Agency Relationships

Brand Agency Service From To
*** *** **** ******** ****** multicultural 2001 present
*** *** **** ******* AOR - public relations 2000 present
*** *** **** ********** ******** AOR - creative 2013 present
*** *** **** *** *******, ***. AOR - digital 2015 present
*** *** **** ******** ***** Media Buying, Media Planning 2017 present

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Score 98 - Review Imminent: Pep Boys appoints new CMO, overhauls leadership post acquisition


Subject: TV, online, digital, print, radio, sponsorship

Company: PepBoys, one of the largest auto aftermarket retailers in the US.

Opportunity: Recently overhauled its executive team after being acquired by Icahn Enterprises Holdings. This Tire Plus team will continue to also lead that concept, which Icahn also acquired last year. 

Among the changes, Richard Mattiussi becomes SVP of merchandising and marketing for Auto Plus and Pep Boys. Functioning as CMO, he's charged with setting and executing product and marketing strategies for the integrated company. He succeeds SVP and Chief Customer Officer Tom Carey, who functioned as CMO since 2012.

Therefore, agencies should start engaging Mattiussi now as the new team begins crafting a turnaround strategy for long struggling Pep Boys. This will include finding ways to drive e-commerce revenue and reach millennial customers, particularly automotive DIY enthusiasts (male skew) and service customers (female skew).

On top of all of these new business triggers, Pep Boys' agency roster is mostly well past average AOR tenure (2.5-3 years), further increasing the likelihood of a review. Your competition will include IPG's Zog Digital (digital AOR since 2015). 

Sellers - Pep Boys, like most of its competitors, runs the bulk of its ads during the spring and summer. So, with summer ending soon, focus your introduction on the Q4 secondary buying period and 2017 strategy updates. Investments in digital, social and mobile ads have been higher but they're still tiny compared to TV (research here). That will need to change. 

Additional Insight

Media Spend: Pep Boys has spent $20-$25 million annually on measured media since 2014, according to Kantar Media. Cable TV receives most of this, about $20 million annually, followed by search, display, newspapers and radio. 

TV Breakdown: Almost $20 million has supported national TV ads the past 12 months, up from $13 million during the same period the year prior, according to Top targeted networks have been Fox News, AMC, Discovery Channel, Weather Channel and ESPN. Top targeted programs are "College Football," "The Walking Dead," "SportsCenter," "Weather Center Live" and "Hannity."

Digital Breakdown: Meanwhile, Pep Boys display presence the past 12 months has fallen to about 2,730 publishers from more than 7,400 a year earlier. Ads are still almost placed completely programmatically, but the percentage of mobile display has risen to 9% from almost nothing during the prior year period.

Since January, sports, tech and personal finance publishers have been targeted the most, Moat reports. Top sites include,, and 

But mobile is running primarily on entertainment, food/drink and news sites such as,, and Interestingly, mobile has only been running since the end of April. 

Pep Boys
3111 W. Allegheny Ave.
Philadelphia, PA 19132
(215) 229-9000

Richard Mattiussi
Senior Vice President, Merchandising & Marketing - Auto Plus and Pep Boys
(770) 701-5000 (Auto Parts HQ is in Kennesaw, GA