GSD&M Strikes Media

The merger of Pennzoil and Quaker State Corp. will eventually net GSD&M in Austin, Texas, an estimated $20 million in media buying assignments for Quaker State motor oil.
Courtneye Wolf, manager of marketing communications for the newly named Pennzoil-Quaker State Co., confirmed the business will move to GSD&M but said most 1999 buys have already been made by incumbent CPM Media Management of Chicago.
GSD&M handles media and creative for Pennzoil motor oil and ancillary brands including Fix-a-Flat and Classic Car Wax. It also buys media for the company’s Jiffy Lube chain. Pennzoil’s annual ad spending, prior to the merger with Quaker State, was $52 million.
The merger is also expected to give GSD&M a shot at the creative portion of the petroleum company’s $8 million national Jiffy Lube account, which was resigned last month by Smith Advertising of Westwood, Kan.
Wolf said another issue being discussed is whether the creative account for Quaker State will remain with The Tucker Partnership in New York.
Pennzoil-Quaker State Co. encompasses the consumer automotive products of both companies. As a result of the merger, the exploration and production operations have been separated and renamed PennzEnergy Co.
“Separating the automotive consumer products company from our oil and gas business creates two highly focused, pure-play companies and allows our shareholders to realize the full value of each business,” Pennzoil-Quaker State Co. chairman James Pate said in a statement.