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Marketing Exec Says He May Unbundle Buying and Planning

By Published on .

DETROIT (AdAge.com) -- Shell Oil Co.'s Pennzoil and Quaker State motor oil brands have each put their media planning and buying accounts in review.

The incumbent is Omnicom Group's GSD&M, Austin, Texas, which has been invited to defend the account. The agency referred calls to the company.

"The media agencies have changed very

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dramatically in the last few years and we are simply looking at what else is out there," Steve Hanson, vice president of marketing for both brands, told AdAge.com. While undetermined at this point, he said he's leaning toward unbundling planning and buying.

'Limited' list of contenders
The consultant, Roth & Associates, New York, will assemble a "very limited list" of contenders, he added. A decision is expected sometime in June.

The two brands combined spend roughly $40 million in measured media annually, according to Taylor Nelson Sofres' CMR.

Earlier this month, GSD&M lost its bid to retain Pennzoil's creative account, which went to sibling TBWA/Chiat/Day in 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.

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