Valvoline And Bozell Split; $20-25 Mil. Account Loose

Ashland Oil’s Valvoline unit has launched a review of its $20-25 million motor oil branding account to find a successor to Bozell in New York.
Marsha Koller, advertising director at Lexington, Ky.-based Valvoline, said the 13-year incumbent declined to participate in the review. The company initiated the review, she said, because of “differences of opinion about account management and creative and because, after 13 years with Bozell, it was time to move on.”
A consultant whom Koller declined to identify will be named soon to conduct the review. Requests for proposals have not yet been sent, Koller said, and the company is still determining the types of agencies it will invite to participate. But the review will be national in scope and likely not limited to Midwestern shops, she said.
One participant is known, however. Lois/ EJL, Chicago, which handles regional advertising for Valvoline, will be included, Koller said. A possible contender is Foote, Cone & Belding’s Chicago office, which resigned the Quaker State motor oil account in September. That account is also being reviewed.
Doe-Anderson in Louisville, Ky., won the $7 million account for Ashland’s Valvoline Instant Oil Change chain in August.
Also on the Ashland roster is Lexington-based Meridian Communications, which handles the company’s 650-unit SuperAmerica chain of convenience stores.
Meridian last week launched a major promotion for SuperAmerica throughout its 10-state marketing territory. Supported with local radio and newspaper inserts, the “Free Wheelin’ Deals” program includes scratch-and-win cards. The grand prize is a Pontiac Montana minivan.
Other tie-in partners for the promotion are Coca-Cola, Hershey Chocolate USA, Pepsico’s Frito-Lay and Eveready Battery’s Energizer brand. The promotion runs through Jan. 7.