Cramer-Krasselt Was the Incumbent

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SAN FRANCISCO (AdAge.com) -- The WD-40 Co., moving to update its vintage brand, has named independent O'Leary and Partners, Newport Beach, Calif., as its advertising agency following a review.
WD-40, a penetrating lubricant and rust preventative, is the company's keystone product.

Seven brands
The account, estimated at $15 million, covers advertising for seven brands. In addition to WD-40 the brands include Spot Shot, Carpet Fresh, 2000 Flushes, X14, 3-in-One Oil and Lava Soap brands.

The San Diego-based marketer did $242 million in sales in 2004, most of that from two products: WD-40, a penetrating lubricant and rust preventative, and 3-in-One Oil, a household drip lubricant.

More than a dozen West Coast agencies participated in the review, including VitroRobertson, MeadsDurket and Mendelsohn/Zien. Peter Bretschger of Irvine, Calif.-based Integrated Marketing Works, handled the review. Incumbents on the account included Cramer-Krasselt, Chicago.

Agency's second big win
The win is the second in recent weeks for O'Leary, which picked up the estimated $10 million to $15 million account of Bimbo Bakeries USA, a subsidiary of Grupo Bimbo, for brands including Oroweat and Francisco breads and Entenmann cakes and cookies.

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