3 Pursue $45 Mil. in Media for Shell Brands

DALLAS Three shops have advanced in the review for the media buying accounts of Shell Lubricants’ Pennzoil Motor Oil and Quaker State Motor Oil, the client said.

The shops that remain following a cut from six last week are Publicis Groupe’s Optimedia, Omnicom Group’s OMD and Interpublic Group’s Initiative Media, all in New York, according to Steve Hanson, senior vice president of motor oil brand marketing at Shell.

Publicis Groupe’s Starcom in Chicago, independent Horizon Media in New York and an undisclosed shop did not advance, Hanson said.

The winning agency will handle buying for both brands.

Media planning could also move to the victor, but the process is primarily focused on buying, Hanson said.

A decision is expected in July.

Pennzoil and Quaker State spent an estimated $30 million and $15 million respectively on ads last year, per TNS Media Intelligence/CMR.

Within the next few weeks, shops will present both buying and planning capabilities for a specific assignment during presentations at the client’s Houston headquarters. Roth Associates in New York is overseeing the search.

Omnicom’s GSD&M, Austin, Texas, which handles buying for both brands and media planning for Quaker State, was invited to defend but is not participating, sources said. The agency declined comment.

Media planning for Pennzoil is handled by Omnicom’s TBWA\Chiat\Day, Playa del Rey, Calif., which also added creative on the brand in April. Tucker, Hampel, Stefanides & Partners, New York, handles Quaker State’s creative assignment.