L.A. Jiffy Lube Picks Ideaology

LOS ANGELES Independent Ideaology has won the Los Angeles Jiffy Lube advertising account following a three-month review, the agency said.

The win includes all creative and media duties for the Los Angeles-area ad co-operative of Jiffy Lube franchise holders, said Cary Sacks, president of the Marina del Rey, Calif., shop.

Sources said Ideaology competed against agencies including independents O’Leary & Partners, Irvine, Calif.; DGWB Advertising, Santa Ana, Calif.; and incumbent Kovel/Fuller, Culver City, Calif., for the estimated $5 million account.

Kovel/Fuller, which had held the account since 1993, retains Jiffy Lube business in other parts of the United States. In June, client franchise holders in the Pacific Northwest moved that region’s estimated $4 million account from Kovel/Fuller to Interpublic Group’s Sedgwick Rd., Seattle.

Agency and client are “still evaluating” potential marketing strategies, Sacks said. Ideaology will partner with independent The AdMark Group, Pasadena, Calif., on complementary Hispanic efforts.

The 120-franchise Los Angeles Jiffy Lube ad co-op has a current advertising budget of $4-5 million, according to sources. Nationally, Jiffy Lube spent $16 million on brand advertising in 2004, per Nielsen Monitor-Plus.