Steve Hanson, senior vice president of marketing, said the parties are still negotiating compensation, and print media duties may be added. He declined to reveal what the fees might be for the two brands, which have annual media outlays of between $40 million and $50 million.
Awarded after review
The account was awarded to Initiative
Mr. Hanson said the marketer tapped Initiative because of its "very, very good analytical capabilities" and global reach, an criteria that arose as the review progressed as Shell may consider expanding the two brands worldwide.
Omnicom's GSD&M, Austin, the incumbent media buyer for both brands and planner on Pennzoil, decided not to defend the account. The agency was replaced as Pennzoil's creative agency in April by sibling TBWA/Chiat/Day, Playa del Rey, Calif., after a review.
Houston-based Shell Lubricants is a division of the Shell Oil Co., an affiliate of Royal Dutch/Shell Group of Cos. Shell Oil acquired Pennzoil-Quaker State last March for $1.8 billion.