Pennzoil Reviews $20 Mil. Creative Account

DALLAS Shell Lubricants is putting the creative portion of its Pennzoil Motor Oil brand’s $20 million advertising account into review, the client confirmed.

Incumbent GSD&M in Austin, Texas, will defend, the client said. Consultancy Roth Associates in New York is handling the review for the Houston-based client, which acquired the Pennzoil-Quaker State Co. on Oct. 1.

The search reflects Shell’s desire to move the brand in a new direction, the client said. GSD&M will retain Pennzoil’s media planning and buying business. The search is expected to conclude in April. Pennzoil spent $18 million on media in 2001 and $21 million from January through October last year, according to CMR.
to CMR.