WD-40 Consolidates Brands With O'Leary
As the new agency of record, O'Leary will handle all integrated marketing work, including mail and online, for brands like WD-40, Spot Shot, Carpet Fresh, 2000 Flushes, X14, 3-in-One Oil and Lava Soap. Billings were not disclosed.
"It's all about growing the individual brands," O'Leary president Jim Harrington said of WD-40 Co.'s mandate.
The agency review involved 14 West Coast agencies. Finalists included Mendelsohn/Zion, Los Angeles, and two San Diego shops, VitroRobinson and MeadsDurket. WD-40 Co.'s incumbent agencies did not participate.
"The incumbents were not involved in the pitch because they were on the East Coast and in the Midwest, and they wanted a West Coast agency," Harrington said. Integrated Marketing Works, Irvine, CA, handled the review.
WD-40 Co., San Diego, last year posted sales of $242.5 million from marketing its products in more than 160 countries. O'Leary is a leading independent agency in Southern California, with billings exceeding $75 million. Clients include Kawasaki, Fantastic Sams, Bimbo Bakeries, Smarthome, Commercial Capital Bank, California Association of Realtors and the In-N-Out burger chain.
Mickey Alam Khan covers Internet marketing campaigns and e-commerce, agency news as well as circulation for DM News and DMNews.com. To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting www.dmnews.com/newsletters