JWT’s share of Shell brands just grew.
The WPP Group agency, which already creates corporate image, fuel and lubricant ads for the oil giant and ads for its Jiffy Lube chain, has added creative responsibilities for both Quaker State and Pennzoil.
Collectively, Quaker State and Pennzoil spent about $46 million in media last year and more than $22 million in the first half of 2012, according to Kantar Media.
The agency’s Atlanta office won the latest assignments after a review against Doner, the incumbent on each brand. Doner had handled Quaker State since 2004 and Pennzoil since 2007. Media planning and buying responsibilities were not in play and remain at WPP’s MediaCom.
The new agency’s first work on the brands is expected in early 2013, according to Perry Fair, chief creative officer for JWT’s Altanta, Houston and Dallas offices. JWT is expected to produce some of the ideas that the agency pitched to win the business.
Fair characterized the win as a “natural progression” in JWT’s broader relationship with Shell, which agency CEO Bob Jeffrey, in turn, described as a “very important global client.”
The London office of JWT leads global efforts on Shell, with Houston creating fuel and lubricant ads in North America. Beyond Pennzoil and Quaker State, Atlanta also handles Jiffy Lube. The group account director on all three brands is Lesley Brown.
Other Atlanta office accounts include the U.S. Marine Corps, Transamerica, the Federal Emergency Management Agency and Scana Energy. The office employs about 250 staffers.