BOSTON Shell's Jiffy Lube has confirmed retaining incumbent MMB here for the creative portion of its estimated $25 million ad account following a review.
Dentsu's Colby & Partners in Los Angeles and WPP Group's Cole + Weber United in Seattle were the other finalists.
Presentations were held at the client's headquarters in Houston earlier this week.
Media planning and buying duties, at WPP's MediaCom and Maxus, respectively, were not in play.
In addition to the broadcast and print work it already handles for the car care client, independent MMB picks up various interactive marketing and CRM chores, an agency official said.
MMB has held 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 the client's longtime 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. Sources pegged 2006 spending at $25 million.
Roth Associates, the New York consultancy, managed the review.