Previously, we were primarily a lubricant company; we're now a diversified automotive aftermarket brand company, and Bozell has helped us to become a real brand-oriented company. We don't view it merely as an ad agency; we view it as our marketing partner. It's been extremely helpful in building our brands over the 13 years we've been a client.
They have excellent creative, excellent media-buying skills and overall marketing skills. All of this came together in the recent campaign with the theme: "The people who know use Valvoline." (The theme relates to the fact that Valvoline is the No. 1 choice of top mechanics for use in their own cars.) This campaign won the Golden Effie Award in 1995 as the most productive advertising campaign in the category, according to the American Marketing Association. Note that the award was tied to the campaign's productivity. We built every piece of our marketing effort off that theme, and we utilized all media-including interactive media like the Internet.
With Bozell's help, we now have one of most comprehensive Internet sites on the Web today. Also, we became the first in our category to head into youth advertising. We and Bozell are always looking at new forums to use.
One of their award-winning TV commercials was called Sunset, and I think that was one of the more beautiful pieces of advertising you'll come across.
In addition, it was an extremely solid piece of advertising; it tested off the charts.
Bozell's people are very good friends of ours. Through the years, the trust factor has become extremely important to us.