GSD&M’s Motor Oil Media Duties at Risk

DALLAS Two weeks after losing creative chores for Pennzoil Motor Oil, GSD&M’s media duties for the brand and for sibling Quaker State Motor Oil are in jeopardy.

Steve Hanson, Shell Lubricants’ svp of motor oil brand marketing, confirmed the media business of those brands will be put into review. He also said Roth Associates of New York, which handled the Pennzoil creative review, will manage this competition as well.

Pennzoil and Quaker State spent an estimated $30 million and $15 million, respectively, on advertising last year, per CMR.

GSD&M, which handles buying for both brands and media planning for Quaker State, has been invited to defend, Hanson said. The Austin, Texas-based Omnicom shop declined comment.

“There’s a good possibility we will continue to remain with GSD&M,” Hanson said. “We’re just exploring.”

Media planning could also move to the shop winning the review, but the process will primarily focus on buying, he said.

TBWA\Chiat\Day in Playa del Rey, Calif., picked up Pennzoil’s media planning when it won the creative review earlier this month.

GSD&M still handles creative and media for four other Shell brands: Rain-X, Black Magic, Gumout and Outlaw. Those accounts, which Hanson estimates to total “in the range of $10 million,” are not included in the review.

Tucker, Hampel, Stefanides & Partners in New York handles Quaker State’s creative business, which also is not included in the review.