An agency synonymous with car advertising is naturally pivoting into auto lubricants and cleaners. Merkley + Partners in New York has become the new agency for Armored AutoGroup, whose brands include Armor All, STP, A/C Pro and Tuff Stuff. Annual media spending ranges between $10 million and $15 million annually, according to Nielsen.
Turtle Wax has seriously lagged behind some of its more hare-like automotive competitors when it comes to Twitter and Facebook. In short, it's been in social-media standstill.
What began as a single brand assignment has expanded into a broader relationship for DDB San Francisco. Armored AutoGroup has assigned creative responsibility for its STP brand of fuel and oil additives to the agency, five months after first hiring the shop to work on its Armor All line of car cleaning products. Each assignment came after a pitch.