LOS ANGELES Omnicom's GSD&M has lost creative and media duties on five Shell Lubricants brands to sibling TBWA\Chiat\Day, GSD&M confirmed.
The auto care brands, Gumout, Fix-A-Flat, Rain-X, The Outlaw, and Black Magic, will now be handled by TBWA's Playa del Rey, Calif., office, which picked up the Pennzoil Motor Oil account in April. The brands shifted from the Austin, Texas-based shop without a review.
"Our creative guys are excited because they are brands that should grow a lot and for which we can define a clear position," said TBWA president and CEO Robert LePlae. "We'll be looking at the individual brands and at the category as a whole, working through the disruption [convention-challenging] process to find ways to change and invigorate the category."
LePlae has assigned the account to creative directors John Payne and Gary Pascoe, already leading the Pennzoil team under executive creative director Rob Schwartz. LePlae considers Pennzoil a joint win with Tequila, the agency's integrated marketing services arm.
Paul Smith, Shell Lubricants' chemical brand portfolio vice president, said the agency "consistently demonstrates industry-leading creative and strategic skills."
Last year the five brands spent $2 million on media, according to TNS Media Intelligence/CMR.
In July GSD&M lost media duties on Pennzoil and Shell's Quaker State Motor Oil, which spend about $45 million combined. Initiative Media in New York picked up the duties following a review in which GSD&M did not participate.