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3 Finalists in Jiffy Lube Review

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NEW YORK Shell's Jiffy Lube has selected three finalists to pitch the creative portion of its estimated $25 million ad account: Dentsu's Colby & Partners, WPP Group's Cole + Weber United and the incumbent, independent MMB, sources said.

Final presentations are slated for next week, with a decision expected shortly thereafter. Colby is based in Los Angeles, Cole + Weber in Seattle and MMB in Boston.

The Houston-based client selected the finalists after visiting a handful of shops last month, according to sources. The agencies either declined comment or could not be reached. Media planning and buying duties, at WPP's MediaCom and Maxus, respectively, are not in play.

MMB has handled the creative assignment since 2001. Its most recent work (a TV, radio and print effort that broke in April) featured customer testimonials (including one from a gospel choir) and continues to use the tagline, "The well-oiled machine."

Major media spending on the brand was nearly $20 million last year, on par with 2004 but down considerably from 2003, when the total exceeded $30 million, according to Nielsen Monitor-Plus.

Roth Associates, the New York consultancy managing the review, did not return calls.