WD-40 Consolidates Brands With O'Leary

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WD-40 Co., a lubricants and household cleaning products maker, consolidated all its brands with O'Leary and Partners, Newport Beach, CA.

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

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