Initative’s Shell Billings Grow to $65 Mil.

NEW YORK Interpublic Group’s Initiative today won additional media planning, buying and research duties on five Shell brands, the client confirmed.

In July, Houston-based SOPUS Products, a subsidiary of Shell Oil Company, named Initiative media planning and buying agency of record for its Pennzoil and Quaker State brands. The additional account acquisitions for Initiative include Black Magic, FixAFlat, Gumout, Rainx and The Outlaw, all part of the performance and appearance chemical brands division at Shell. According to Initiative, research and media planning will begin immediately while media buying will start in 2004.

SOPUS contacted Initiative about the other brands shortly after the Quaker State and Pennzoil account win. Omnicom’s Austin, Texas-based GSD&M is the incumbent on the account.

Agreed upon billings between the client and media shop for the five latest brands are $15 million, according to Larry Orell, executive vice president and general manager, Northeast region, Initiative. That brings Initiative’s total billings on the Shell account to approximately $65 million.

“It reinforces that our strategic planning and preparation, along with our research, is on the right track,” said Orell.