Valentine Radford Nabs QLube

QLube, the retail oil change unit of Quaker State Corp., has selected Valentine Radford in Kansas City, Mo., to handle creative development as well as media planning and buying, after a review.
Valentine was one of two finalists for the $7-9 million account. The other finalist was Harris & Love in Salt Lake City.
“We’ve hired Valentine Radford for all of our creative, plus our individual market implementation. They will be planning all of our individual markets, planning the flow charts and buying all of our media and all of the individual things that have to be done on a market by market basis,” said Dick Ostler, vice president of marketing for the Salt Lake City-based chain.
QLube hired The Forbes Group in Dallas last month to handle its database marketing and account planning.
Ostler said creative work includes TV, radio, print and local market programs. QLube had hired Harris & Love on a three-month contract, which expired at the end of July, for local marketing. The contract was then extended through October.
“The transition [from H&L] will take place over the next couple of months,” Ostler added.
Foote, Cone & Belding was the official incumbent, having taken on Quaker State’s consolidated account –including QLube, as well as the larger motor oil business–in August 1996. However, FCB had handled no assignments from QLube in the past year.

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