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LOS ANGELES Independent O’Leary and Partners has won creative duties on the WD-40 Company’s seven-brand advertising account, the client’s agency-search consultant said.
At least a dozen West Coast agencies were under consideration, according to Peter Bretschger of Irvine, Calif.-based consultancy Integrated MarketingWorks, which handled the review. Contenders included MDC Partners’ VitroRobertson and independent MeadsDurket, both in San Diego; and Hakuhodo-backed Mendelsohn/Zien, Los Angeles.
Previously, the WD-40 Company’s accounts had been split among shops. Incumbent Cramer-Krasselt, Milwaukee, handled work for the client’s signature WD-40 lubricant, as well as its 3-in-One Oil and Lava Soap brands; other agencies handled Carpet Fresh, Spot Shot, X14 and 2000 Flushes advertising.
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