INITIATIVE PICKS UP MORE SHELL OIL BUSINESS

To Handle $15 Million Media Buying Account for Car-Care Brands

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SAN FRANCISCO (AdAge.com) -- Shell Oil Co. has shifted its $15 million media buying account for its car-care products such as Black Magic, FixAFlat, Gumout, Rainx and The Outlaw, to Interpublic
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Group of Cos.' Initiative Media.

In a release announcing the win, Initiative said research and media planning on the account will begin immediately, while media buying starts in 2004.

Initiative in July won Shell Oil's $50 million Pennzoil and Quaker State media accounts. In September, creative for the car-care brands was consolidated at Omnicom Group's TBWA/Chiat/Day, Playa del Rey, Calif., which won the Pennzoil account earlier in the year.

Omnicom's GSD&M, Austin, was the media incumbent, a spokesman for the agency said.

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