O’Leary Shines in WD-40 Review

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.

Bretschger said the WD-40 Company’s decision to part ways with C-K in particular was in no way due to work-quality issues or conflicts. The San Diego-based client, he explained, had placed specific “emphasis on consolidating its brands [at] one California-based agency.”

The client’s combined 2005-06 ad budget is estimated to be slightly less than $15 million. A media placement plan has yet to be determined.

This marks O’Leary’s second consolidated-accounts win in the past few weeks. The Newport Beach, Calif., shop also recently picked up work for Bimbo Bakeries USA’s brands including Oroweat, Francisco and Entenmann’s.