Houston-based Pennzoil Products Co. assigned advertising duties for several newly acquired automotive care brands to its lead agency, GSD&M in Austin, Texas, without a review.
Pennzoil representative Court-neye Wolf confirmed the move last week. GSD&M will develop ads for the Fix-A-Flat, Outlaw and Snap fuel additives acquired from Snap Products. The agency will also create advertising for the Classic car wax line acquired from Total Action Automotive Products.
Billings were not disclosed, but sources estimated combined spending for the brands at $3 million. GSD&M was named lead agency for Pennzoil in September 1996. At the time, billings on the main account were an estimated $40 million.
Steve Braasch, who is senior vice president and group account director at GSD&M, said work for the Classic car wax series and other products will include print executions in automotive enthusiast publications like Motor Trend and Hot Rod magazines.
The agency has also begun television production for the Fix-A-Flat and Outlaw brands. That work is slated for a spring launch.
Pennzoil also gave GSD&M responsibilities for its Gumout fuel system cleaner, with print being the primary medium.
"A couple of these brands already dominate their categories," Braasch said last week. "Our challenge is to achieve leadership positions for all of these products with advertising that stands out from the competition."
Clyde Beahm, Penn-zoil group vice president of marketing, said in a statement that the acquisition of the Snap Products and Total Action Automotive brands was "an integral part" of the company's strategic plan to expand its market offerings.
Braasch said the agency is also working on new executions for Pennzoil's ongoing branding campaign. The new ads will maintain the tagline created by GSD&M, "Stop. Go. Pennzoil."