2 Shell Brands Select Initiative

DALLAS Interpublic Group’s Initiative Media has won media chores on Shell Lubricants’ Pennzoil Motor Oil and Quaker State Motor Oil, the client confirmed. The brands spend about $45 million combined.

Steve Hanson, senior vice president of motor oil brand marketing at Shell, had previously identified Initiative, Publicis Groupe’s Optimedia and Omnicom Group’s OMD, all in New York, as finalists.

Initiative has won both planning and buying for both brands, the client said.

Pennzoil and Quaker State spent an estimated $30 million and $15 million respectively on ads last year, per TNS Media Intelligence/CMR.

Roth