Havoline Shifts Account to Y&R | Adweek Havoline Shifts Account to Y&R | Adweek
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Havoline Shifts Account to Y&R

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Havoline Motor Oil has assigned its $20 million account to Young & Rubi cam here following a review, agency executives said.

The shop will handle all marketing for the Havoline brand, including advertising, point-of-purchase materials and sponsorships, as well as media planning and buying.

Penny Baldwin, agency president and CEO, said the client is a good fit for the shop. "This agency has a long track record in the gasoline and oil category, and the Havoline win is a great addition to our portfolio," she said.

The account had most recently been at BBDO's Houston office, which created the tagline, "Add more life to your car." Havoline has also been a prominent sponsor on the Nascar racing circuit.

The account shift follows the merger of Havoline's parent company, Texaco, with Chevron. Details of the review were not disclosed, but sources said offices of several large agency networks were in the finals.

Y&R has been Chev ron's lead agency for retail gasoline and lubricants since 1987. After the merger last October, the newly formed Chev ronTexaco moved to consolidate marketing efforts.

The win is the agency's first since Baldwin joined from Arnold Ingalls Moranville late last year, replacing Austin McGhie. Even so, Baldwin noted that the pitch was handled by the existing team and that she had little to do personally with landing the account.

Diana Reyes Baughman, a Chev ronTexaco representative, said creative was key in the decision to choose Y&R. She also pointed to "Y&R's proven ability to help differentiate brands that compete in [this] category."

"Havoline is in a dogfight with the other major motor-oil brands right now," said Mike Goefft, agency svp and account director. "But they have some intensely loyal customers and an incredibly strong auto-racing heritage."

ChevronTexaco is a title sponsor of the 2002 Olympic Winter Games in Salt Lake City, and Havoline will advertise during the games.