Jiffy Lube Showdown

Jiffy Lube is pitting two roster agencies against each other in a competition for its $11 million media buying account.
The Richards Group in Dallas won last month’s review for the creative account of Jiffy Lube, the leading chain of automotive oil change centers in the country.
GSD&M is the Austin, Texas, agen-cy of record for Jiffy Lube’s parent, Penn-zoil-Quaker State Co., and has handled media buying for the subsidiary.
GSD&M did not participate in the creative review.
Gary Lillian, Jiffy Lube’s new senior vice president of marketing and advertising, confirmed that the company is re-evaluating the allocation of its media buying.
“We’re looking within our agencies [and] trying to get the most bang for the buck,” Lillian said. “Having that kind of scale gives us the [ability] to do some different things in terms of media buys.”
“Richards has a history of not only doing creative, but taking welldone strategy and having it show up in the creative,” he continued. “If we can move our market share closer to where the brand is in terms of recognition, we’ll be making some waves next year.”
Neither agency was available to comment at press time.
Jiffy Lube owns or franchises a chain of more than 2,000 oil change centers formed by the merger of Pennzoil and Quaker State. Quaker’s Q-Lube sites are currently being rebranded as Jiffy Lube, a process that is expected to be completed by the end of the year.
Smith Advertising in Westwood, Kan., resigned the account last December to follow a Jiffy Lube executive to a competing automotive lube chain.