MontAd Named Agency of Record for the Automotive Aftermarket Suppliers Association

WIXOM, Mich., October 31, 2011 – MontAd, a full-service marketing agency, has been selected by the Automotive Aftermarket Suppliers Association (AASA) as agency of record to develop and implement an integrated marketing program for the AASA Know Your Parts® campaign.

“We are pleased to have been selected by AASA to bring the Know Your Parts program to the next level,” said Al Haberstroh, MontAd president.  “The Know Your Parts program is focused on reminding professional technicians about the importance of purchasing parts from full-service manufacturers. These manufacturers are committed to standing behind their products, from design and engineering to warranty and technical support.  We look forward to using a combination of traditional and digital media to tell this story in a compelling way.”

“Using feedback from members and supply chain partners, as well as recent professional technician focus groups, AASA is committed to communicating the importance of quality parts to the automotive aftermarket through our new campaign tagline, ‘It’s What’s Inside That Counts.’ Just as qualified repair professionals depend on their knowledge and experience, quality parts are determined by the technology, research and development, and the manufacturer that stands behind them– in other words, it’s what’s inside repair professionals and parts that counts,” said Steve Handschuh, president and COO of AASA. “With their extensive aftermarket experience and expertise in seamlessly integrating traditional and digital marketing programs, we feel that MontAd is the ideal partner for AASA on behalf of our members.”

The new marketing theme, “It’s What’s inside That Counts,” was favorably received by professional technicians in a series of focus groups.  The campaign will draw the parallel between the dedication and training that make great technicians, and the engineering, R&D and manufacturing standards that make great parts.

About AASA

AASA ( exclusively serves manufacturers of aftermarket components, tools and equipment, and related products. It is a recognized industry change agent – promoting a collaborative industry environment, providing a forum to address issues and serving as a valued resource for members. AASA is an affiliate of the Motor & Equipment Manufacturers Association (MEMA). “AASA, The Voice for the Automotive Aftermarket Supplier Industry.”

About MontAd

MontAd is a full service agency with over 30 years experience serving the automotive aftermarket and a wide variety of other industries.  Headquartered in Wixom, Mich., MontAd offers a full array of services to its clients, developing and executing integrated marketing programs that help differentiate them in the marketplace and achieve their strategic marketing goals.  For more information, please visit MontAd at