TBWA WINS MORE WORK FROM SHELL

Agency to Handle Account for Car-Care Brands

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SAN FRANCISCO (AdAge.com) -- Shell Oil Co.'s Shell Lubricants division, moving to become a more serious player in the car-care arena, has awarded advertising duties for five car maintenance brands to Omnicom Group's TBWA/Chiat/Day, Playa Del Rey, Calif., office, the agency announced today.

The brands include The Outlaw, Black Magic, Rainx, FixAFlat and Gumout. Billings going forward were estimated at $15 million, according to executives familiar with the account.

Previous spending
Spending on the brands in the past

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ranged from $3.7 million in 2001 to $1.7 million in 2002, but rebounded to $3.8 million for the first six months of this year, according to TNS Media Intelligence/CMR. Spending for Rainx for the first six months of this year was $1.8 million, while Gumout, which had received the lion's share of the spending in previous year, already received $1.2 million in backing.

Omnicom sibling GSD&M, Austin, Texas, was the incumbent. Tucker Hampel Stefanides & Partners, New York, agency for Shell's Quaker State, also participated in the review. TBWA/Chiat/Day won Shell Lubricant's Pennzoil Motor Oil business earlier this year. The agency's latest campaign carries the tagline "Not Just Oil, Pennzoil."

A 'disruption'
Robert LePlae, president-CEO of TBWA/Chiat/Day, said the agency won the account following a "disruption," which the agency defines as a system for analyzing a marketer's business and finding new opportunities. The win adds to the growing stable of package-goods products, which includes Energizer batteries Uncle Ben's rice products, at the shop, which has over $1 billion in billings.

Calls to Shell were not returned by press time. Shell Oil acquired Pennzoil-Quaker State Co. last fall.