WD-40 TO NAME CRAMER KRASSELT AS AGENCY

Incumbent on $5 Million Account Was Campbell Mithun

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SAN FRANCISCO (AdAge.com) -- The WD-40 Co. is negotiating a contract with independent agency Cramer Krasselt, Minneapolis, for its $5 million advertising and media account.

Rob Fleisher, group product director for WD-40, Lava and 3-In-One brands, said he expects to complete the contract early next week.

Mr. Fleisher initiated the account review this summer. Agencies in the pitch included independent shop Ground Zero, Dentsu’s Colby Effler, and Interpublic Group of Cos.’ Dailey & Associates, all Los Angeles and Butler, Shine & Stern, Sausalito, Calif.

The incumbent agency was Interpublic’s Campbell Mithun, San Diego.

“We have a brand in a mature part of its life cycle and we’re trying to give it a shot in the arm,” Mr. Fleisher said.

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