What began as a single brand assignment has expanded into a broader relationship for DDB San Francisco. Armored AutoGroup has assigned creative responsibility for its STP brand of fuel and oil additives to the agency, five months after first hiring the shop to work on its Armor All line of car cleaning products. Each assignment came after a pitch.
Next year, Armored AutoGroup is expected to increase its marketing budget for STP, a brand that has done relatively little advertising in the past few years. The new agency’s assignment includes traditional and digital ads as well as event marketing. “We are fully committed to reinvigorating the iconic STP brand,” said Jon Paluga, director of marketing at the parent company, which is based in Danbury, Conn. DDB’s first work is expected in the second quarter of 2012.
STP’s media spending dipped below $1 million last year, according to Nielsen. In contrast, Armor All spent about $5.4 million. Neither figure includes online outlays.
DDB San Francisco employs about 130 staffers and also works for the likes of Clorox, Intel, and ConAgra. Its ConAgra business includes brands such as Reddi-wip, Manwich, Banquet, Chef Boyardee, Pam, and Marie Callender’s.