When a company known for professional-grade automotive tools decided to expand into the Do-It-Yourself automotive aftermarket, LSHD counseled that building meaningful relationships would require a new approach. In order to speak to the very distinct markets, the messaging had to leverage the company’s established credibility in the professional sector to its advantage. “The Pros Know” ads acknowledge the longstanding loyalty of professional mechanics and technicians who have been the foundation of Mayhew’s business, while persuading DIY consumers that identify themselves with professionals that these are the right tools for their box.