LOS ANGELES TBWA\Chiat\Day added five more Shell Lubricants brands to a grouping of related products that includes Pennzoil Motor Oil, an account earned earlier this year. Auto care products under the labels Gumout, Fix-A-Flat, Rain-X, The Outlaw, and Black Magic will be handled out of the Playa del Rey, Calif., office, confirmed Robert LePlae, agency president and CEO.
"Our creative guys are excited because they are brands that should grow a lot and for which we can define a clear position," said 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. GSD&M in Austin, Texas, also part of the Omnicom Group, was the incumbent agency.
Paul Smith, Shell Lubricants' chemical brand portfolio vice president, commented that the agency "consistently demonstrates industry-leading creative and strategic skills."