Jiffy Lube Awards Ad Account to the Richards Group
27 October 1999
Jiffy Lube Awards Ad Account to the Richards Group
HOUSTON--Oct. 27, 1999--Pennzoil-Quaker State Company today announced that it has named Dallas-based The Richards Group agency of record for Jiffy Lube, the leading national chain of automotive oil change centers. The agency will immediately begin strategic planning in preparation for a first quarter 2000 campaign launch."The Richards Group was selected from among 59 agencies -- many with very impressive credentials," said Gary Lillian, senior vice president of Jiffy Lube International. "We were looking for an agency that was known for its great creative but it also had to have significant retail and franchise experience. We found these qualities in The Richards Group and more. They displayed a personality that was a great fit for us."
Lillian, who joined Pennzoil-Quaker State earlier this month, said he likes the way that, despite its size and success, The Richards Group takes a very personable approach to Jiffy Lube's business.
"Jiffy Lube is a universal brand that offers tremendous opportunity for an agency to do really great work," said Brad Todd, principal for The Richards Group. "We're thrilled to have this assignment."
The Richards Group's primary objective will be to help Jiffy Lube leverage its giant brand in the automotive service market and to communicate planned changes to its service experience. "Jiffy Lube's service far outdistances its competitors," commented Todd. "However, most customers look at oil change centers as interchangeable. We will focus on giving car care providers tangible reasons for being loyal to an already well-known brand."
Fast lubes were pioneered in 1979 by Jiffy Lube, now a wholly owned subsidiary of Pennzoil-Quaker State Company. Since its acquisition by Pennzoil in 1990, Jiffy Lube has expanded significantly, becoming the world's largest fast lube operator and franchiser. With the merger of Pennzoil and Quaker State in December 1998, some 600 Q-Lubes were added to the more than 1,500 Jiffy Lube service centers across the country. Conversion of the majority of these Q-Lube service centers to the Jiffy Lube banner is underway. This year more than 33 million consumers will trust their vehicles to Jiffy Lube.
With more than 500 employees and more than $400 million in billings, The Richards Group is the largest independent advertising agency in the world. Agency clients also include Chick-fil-A, Chupa Chups U.S.A., Motel 6, Nokia, and Wyndham Hotels International. The Richards Group can be found at http://www.richards.com.
Pennzoil-Quaker State Company is a leading worldwide automotive consumer products company that markets Pennzoil(R) and Quaker State(R) brand motor oils, the number one and number two selling motor oils in the United States. Pennzoil-Quaker State Company also markets a complete line of automotive car care products including Axius(TM) auto accessories, Blue Coral(R) and Classic(R) waxes and washes, Black Magic(R) and Westley's(R) tire and wheel care products, Fix-A-Flat(R) tire sealants, MEDO(R) air fresheners, Rain-X(R) glass treatments, Gumout(R), Snap(R) and The Outlaw(R) maintenance chemicals and Slick 50(R) engine treatments.