Hill Holliday Wins Valvoline Creative and Strategy

By Kyle O'Brien 

Agency Hill Holliday has been named creative and strategy agency of record for the Valvoline business after a multi-agency pitch. Valvoline is a manufacturer and distributor of Valvoline-brand automotive oil, additives and lubricants with approximately 1,600 service center locations in the U.S. and Canada.  

Hill Holliday will be working with both of Valvoline’s business segments, global products and retail services, beginning December 1. The agency takes over from Birmingham’s Big Communications. IPG’s Initiative currently holds the media account for Valvoline.

“We believe Hill Holliday’s strategic approach and creativity aligns perfectly with our two business segments and reflects our ambitions for growth moving forward,” said Heidi Matheys, senior vice president, chief marketing and transformation officer for Valvoline. “From the start we have been impressed with their level of insights and strategy to help us deliver against our objectives.”


Added Chris Wallrapp, president of Hill Holliday: “Valvoline is one of the world’s most iconic brands … The great chemistry between our organizations was apparent early on and led us to an approach we’re all really excited about.” 

The creative review was led by search consultant Matt Ryan of Roth Ryan Hayes.

This marks the first new business win for Icaro Doria who joined the agency as chief creative officer earlier this year.

The Valvoline win adds to Hill Holliday’s portfolio of clients, which includes BMW Motorrad, Santander, Boar’s Head, Strategic Education Inc. and Frontier Communications. In addition, the agency has experienced growth after launching its healthcare practice.

Big CEO and founder John Montgomery said in a statement: “Valvoline has been one of the bright spots for our agency over the last six years, and their iconic brand fits well with our proven work ethic. While Big chose not to resubmit for Valvoline’s agency of record consideration for various strategic reasons, we are proud of our work and look forward to supporting them in an evolved capacity moving forward.”