LOS ANGELES Jiffy Lube is back with independent Kovel/Fuller.
The Culver City, Calif.-based agency handled Jiffy Lube's Southern California advertising from 1993-2005, when the client moved the business to independent Idealogy in Marina del Rey, Calif. The business returning to Kovel/Fuller is backed by $10 million in annual ad spending.
"Over the course of any long client relationship, like any marriage, there are ups and downs," said Lee Kovel, the shop's chief creative officer. "We did a great job of building them up to the 127 Jiffy Lube stores by managing the media and creative but, more importantly, the franchisees' work." Kovel credited Jim Reilly, svp and group account director, for maintaining the contact and continuity with the client.
Kovel said the agency won back the business in a pitch against undisclosed contenders in which the main focus was not creative but strategic thinking. "The oil change business is evolving," Kovel said. "Originally, the 'Lube it or lose it' tagline stressed that if you don't change your oil every 3,000 miles, you're not taking care of your car."
The first new work for the company is set to break in January.
"Somewhere along the line we discounted the fact that Kovel/Fuller really understood our business," said Robert Curry, president of the Southern California Jiffy Lube Advertising co-op, in a statement. "We moved our account back because of their well-rounded approach of strong account management, excellent strategic skills and creative thinking."
Headquartered in Houston, Jiffy Lube spent $20 million on national advertising in 2006, per Nielsen Monitor-Plus. The 127 locations represented in the Southern Cal advertising co-op service about 2 million cars a year, the client estimates.
Other Kovel/Fuller clients include Time Warner Cable, Pacific Life Insurance, THQ, Ellsworth Bicycles, Greenlight Financial Services and CashCall.