Valvoline Selects Initiative For Media AOR Duties

Branded lubricants maker and automotive services company Valvoline Inc. has selected Mediabrands agency Initiative as its media agency of record for its flagship brand Valvoline and Valvoline Instant Oil Change.

“After a thorough RFP process, we feel that Initiative’s strong combination of strategic thinking and analytics make them an ideal partner,” stated Valvoline CMO Heidi Matheys,

Big Communications of Birmingham will remain Valvoline’s agency of record for creative strategy and execution.

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