Doner Picks Up $20 Million Pennzoil Creative

Marketer Wanted to Consolidate Products at One Shop

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NEW YORK ( -- Shell Oil Co. brand Pennzoil is moving its estimated $20 million creative account to independent agency Doner from Omnicom Group's TBWA/Chiat/Day, Playa del Rey, Calif.

The move stems from a desire by the Houston-based maker of automotive lubricants and car-care products to "improve efficiencies" by consolidating creative chores for its Pennzoil, Quaker State and Q brands in North America under a single agency, a company spokeswoman said.

Roster shops
Both agencies were roster shops for Pennzoil (which does business as SOPUS Products), as Southfield, Mich.-based Doner was awarded the Quaker State brand account in 2004, and TBWA has had the Pennzoil brand account since 2003.

"Choosing between our two great agencies was difficult for us," said the spokeswoman. Ultimately, Doner was selected "based on their previous work in the category and strong insights into the motor oil consumer," she said.

TBWA referred calls to the client. The agency continues to handle marketing duties for other Shell brands such as Black Magic and Rain-X, according to its website.

In 2006, the marketer spent $25 million on U.S. measured media to market its Pennzoil Platinum Motor Oil brand and nearly $15 million to market its Q Motor Oil brands, according to TNS Media Intelligence.

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Contributing: Alice Z. Cuneo
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