Initiative announced that SOPUS Products, a subsidiary of Shell Oil Company, has awarded the company media research, planning and buying duties for five additional brands. In July, SOPUS Products
named Initiative media planning and buying agency-of-record for Pennzoil and Quaker State. The additional brands include Black Magic, FixAFlat, Gumout, Rainx and The Outlaw. Research and media
planning will begin immediately; media buying will begin in 2004. Additional billings are estimated to be in excess of $15 million, bringing total account billings to approximately $65 million. GSD&M
of Austin, TX, previously handled the account.