Branchout Gets Quaker Minority Market Job

DALLAS Shell Lubricants’ Quaker State Motor Oil has hired Branchout to handle a strategic assignment focusing on African American consumers and car enthusiasts, the shop confirmed.

The independent Dallas shop, which has a strategic alliance with Omnicom, said the assignment could lead to full-service duties. “We have promised Quaker State we will find the right ideas to help grow this brand with consumers,” said agency managing partner Rodney Branch. “We’re going to start from the front side and develop great work for them at some point.”

The shop won the business in a review that included independent SWG&M in Austin, Texas, and Publicis’ Burrell Communications Group in Chicago, sources said.

Quaker State has never specifically reached out to the African American market, Branch said. He said the segment is a “natural place to look for opportunity” now that the Houston-based client is targeting auto buffs and “African Americans in general have a love affair with cars.”

Pennzoil, another Shell brand, and Quaker State are currently evaluating agencies for their media accounts. Pennzoil and Quaker State spent $30 million and $15 million, respectively, on advertising last year, according to TNS Media Intelligence/CMR.

Tucker, Hampel, Stefanides & Partners in New York handles Quaker State’s creative business.