Penske Moves Media From CME

Jiffy Lube Ties Help Grease Shift to Smith
CHICAGO–Penske Auto Centers has moved its $8 million national media buying account to Smith Advertising in Westwood, Kan., from Campbell Mithun Esty in Minneapolis.
A CME representative confirmed the shift, adding that the agency continues to handle creative duties for Penske. However, she said, it is “conceivable” that Penske could assign creative project work to other agencies.
Smith Advertising president Bill Smith referred inquiries to the client. Officials at Penske declined comment.
A key factor that precipitated the media shift, said sources, was Penske’s hiring of Bill McStay, who joined last month as senior vice president of marketing and communications. McStay came from Houston-based Jiffy Lube International, where he was senior vice president of marketing. Smith Advertising until recently handled creative duties on Jiffy Lube’s $8 million national account [Adweek, Dec. 7].
Minneapolis-based CME is preparing its first work for the Troy, Mich.-based auto service centers. The national TV campaign is expected to break in mid-January.
The agency was awarded creative and media duties for the company last year, after a review in which McCann-Erickson’s Troy office was the other finalist. McCann has worked on local retail projects for Penske over the past year, according to sources.
Penske spent almost $8 million on advertising last year, but only $1.5 million over the first nine months of this year, according to Competitive Media Reporting.
Penske operates 800 retail automotive service centers at Kmart locations around the country.