JMPR has picked up PR agency of record duties for Prestone Products Corp., the top automotive fluids brand.
Lake Forest, Ill.-based Prestone is owned by private equity firm Centerbridge Partners, which acquired the company in April for $230M.
The auto-sector-savvy JMPR, based in Woodland Hills, Calif., will pitch the benefit of Prestone's anti-freeze, brake fluid and power steering fluid, plan events, and promote the overall brand. Firm president Joseph Molina called Prestone an "iconic aftermarket brand" with a long history in the marketplace.
Dallas-based Richards Group was the PR incumbent.
Prestone was started in 1927 by Union Carbide.
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