Goodby, Leagas Delaney Battle for Quaker State

The review for Quaker State Corp.’s estimated $20 million motor oil ad account has come down to a competition between two San Francisco agencies: Goodby, Silverstein & Partners and Leagas Delaney.
William Tucker, whose agency, the Tucker Partnership, works with Quaker State and who is overseeing the review, confirmed that Rubin Postaer and Associates, Santa Monica, Calif., Cliff Freeman and Partners and Biederman, Kelly & Shaffer, both in New York, are out of the running.
Quaker State will begin testing creative work from the two finalists next month. The tests will be evaluated in January, and a final decision is likely at the end of February, Tucker said.
The Tucker Partnership, with offices in New York and Dallas, provides marketing service material for Quaker State, while Chicago’s CPM Media places media. The review does not affect those relationships.
The remaining shops in the Quaker State account battle have a history. Leagas Delaney, the first American office of the London agency bearing the same name, is managed in part by a core of former Goodby executives, including the creative team of Sean Ehringer and Harry Cocciolo. In a further twist, Ehringer worked for Tucker about eight years ago at the defunct Lowe Tucker Metcalf in New York.
Tucker said both agencies demonstrated strategic thinking and a creative culture. It is difficult, he said, to choose one over the other.
For the $55-65 million Leagas shop, the Quaker State account would be its second largest, after Adidas America. It would also mark the agency’s first win since the management team from Goodby took over.