MMB Makes Play for Jiffy Lube

McCarthy Mambro Bertino, participating in its first competitive pitch, has reached the final round of the competition for Jiffy Lube’s $18 million advertising account.

The 10-person Boston agency is opposed by the larger, well-established FCB, New York. The pair emerged last week as Publicis & Hal Riney, San Francisco, and Tracy-Locke Partnership, Dallas, were eliminated.

“We have looked at all four groups from a creative standpoint,” said a client representative. “Now what we have to do is look at who’s going to make the best business partner for us.”

The Richards Group, Dallas, the incumbent on the account, did not participate. A decision is expected this week.

“With our experience we want to think nationally from day one,” said agency partner Fred Bertino in April when he formed the shop with co-creative director Jamie Mambro and CEO Joe McCarthy. Prior to starting the new shop, Bertino and Mambro led the Boston outpost of Square One, Dallas. McCarthy had been a brand consultant who oversaw the Boston Beer Co.’s flagship Samuel Adams account. The three joined forces with $15-20 million Samuel Adams as their showcase account as well as the $5-8 million business of tech company Tellium.

Bertino has served as president of Hill, Holliday, Connors, Cosmopulos, Boston, also a former employer of Mambro. McCarthy was once a global marketing manager for Nike.

Jiffy Lube, a Pennzoil-Quaker State subsidiary based in Houston, services cars with lubrication and oil changes.