Shell Group Selects G2

NEW YORK Shell Group’s lubricants division has tapped G2 to handle promotions, direct marketing, branding and design in North America, the client said.

The unit’s brands include Rain-X, Pennzoil, Quaker State, Jiffy Lube and Black Magic car care. The Grey Global Group shop’s Dallas, Chicago and New York offices are expected to break a campaign in the first quarter. The agency won the account after a review against undisclosed contenders, the client said.

Paul Smith, vp of chemicals marketing for the automotive consumer products group at the Shell division in Houston, said, “The assignment is pretty broad, covering our U.S. lubricants marketing. That includes consumer and b-to-b car-care targets.” He declined to comment on spending behind the effort, but sources estimated revenue on the assignment at about $1 million.

Smith continued, “We were particularly impressed with the promotional concepts G2 had and their strategic capabilities that will help us work with our other agencies in advertising and public relations. We never had an agency of record across all four businesses.”

In a statement, G2 chairman and CEO Joe Celia said the agency was excited to be partnering with Shell because it understands “how to leverage multiple channels at their disposal.”

Next year, Quaker State and Pennzoil will leverage promotions from G2 in racing properties such as Hendrick Motor Sports. The client is also testing a product loyalty program in which drivers can get one free oil change, but Smith would not divulge which brand was the subject of the tests.

G2 has more than 80 offices worldwide. Its other clients include Absolut, Coca-Cola, Nokia, Pfizer, Kodak, Kraft and Mars. G2 and Grey are units of WPP Group.