After running a successful dealer testimonial campaign in trade media for many years, American Tire Distributors took a new direction to showcase its strengths in inventory, quick delivery and marketing support for customers – independent tire dealers and retailers. As the largest tire wholesaler in the country, ATD also wanted to motivate its customers to join forces with ATD for success. LGA developed the tagline “LET’S TAKE THE LEAD,” which came to life in three print ads that have just started to run and are already receiving kudos from ATD field staff and dealers.