ATLANTA-After a 10-year relationship with Overcash and more in Raleigh, N.C., Quick 10 Oil Change Centers shifted its $1 million advertising account to Lewis Advertising in Rocky Mount, N.C.
Raleigh-based Quick 10 selected Lewis after a review that included one other undisclosed North Carolina shop, said client president Charles Maready. Overcash and more, which over the years created both testimonial and humorous campaigns for Quick 10, was not invited to defend the business.
"I just think that ad agencies have to be changed," Maready told Adweek, "and I had a previous experience with [Lewis Advertising]."
Maready, who joined Quick 10 Oil Change Centers two years ago, had previously worked for current Lewis Advertising client The New Kerr Drug, a drugstore chain located in Durham, N.C. From that affiliation, Maready concluded Lewis Advertising's creative product and media buying made it "an ideal" agency.
"We have very strong credentials in the area of retail," said Lewis Advertising chairman Gene Lewis. He listed Kerr Drug as an example, as well as Hardee's in Rocky Mount, N.C., for which Lewis Advertising is a regional agency, representing nearly 1,000 Hardee's restaurants from Pennsylvania through Florida. In addition, the agency at one time handled Speedee Oil Change and Tune Up in New Orleans.
The Quick 10 account consists primarily of television and radio, Maready said. Lewis Advertising will help the company develop a marketing plan for 1998, when Quick 10 plans to add eight to 10 locations to its present total of 23 centers in North Carolina, Virginia and South Carolina.
Quick 10 will probably keep the "Quality service" slogan created in-house.
Founded in 1969, Lewis Advertising has satellite offices in Raleigh, Atlanta and Tampa, Fla. The agency, which employs 52 staff members, reports annual billings of $40 million.