Fast-Growing Kovel/Fuller Adds 2 More

Kovel/Fuller made a solid showing last week, picking up accounts from Jiffy Lube and American Sporting Goods. Combined billings are approximately $20 million.
The Los Angeles agency landed ad duties for Jiffy Lube in the Pacific Northwest over five undisclosed Northwest competitors.
Kovel/Fuller has handled Jiffy Lube in Southern California for six years. The total business now accounts for over $20 million in billings, said agency executives.
“It’s a great vote of confidence,” said agency president John Fuller.
The shop will likely develop a radio and outdoor campaign in the Northwest, where newly acquired Q-Lube units are being converted to Jiffy Lube outlets. Penzoil, Jiffy Lube’s parent company, acquired Quaker State, parent of Q-Lube, last year.
Don Belcher, president of the Northwest franchisee group, could not be reached for comment.
Separately, the shop has won the Avia shoe account of American Sporting Goods, Irvine, Calif. Sources put billings at about $10 million. It was previously at DGWB, Irvine.
Kovel/Fuller will develop creative for all of Avia’s brands. Lee Kovel, creative director and a former marathon runner, said, “We’re sports enthusiasts and avid runners, so it’s going be a real opportunity to run on the job.”
The client could not be reached for comment at press time.
The wins cap a solid new-business streak for the agency. In the past eight months, it has added six other accounts, including the $15 million launch of Zicam, a product that promises to reduce the duration of the common cold from 12 days to 36 hours. That business has required the shop to hire 10 new staffers.
The $70 million agency is also negotiating for new offices, and plans to start an “Incubator” program, whereby ancillary startup businesses will share the space.
“We’re creating a new paradigm in terms of how we plan and develop work. Our new digs will reflect this 21st century concept,” said Kovel.