• by Steve McClellan  @mp_mcclellan, February 11, 2021

San Francisco-based agency Erich & Kallman has been named AOR for Meineke Car Care Centers and Take 5 Oil Change, both subsidiaries of Driven Brands. 

The agency won the business without a formal review.  E&K has been doing project work for Take 5 over the past year and the client, impressed with the results brought the agency on full time.  Meineke, aware of the work it had done for Take 5, approached E&K about becoming AOR as well. 

The remit includes strategy, creative and production for national and regional campaign work, including TV, radio, OOH, social, and digital. Media planning and buying for offline media (TV, Radio, OOH) at both national and regional levels is also included.  (360i handles digital media). 

Moxie had previously worked on the Meineke business. Mythic was the incumbent for Take 5 and continues to work on the brand in a different capacity. 

Meineke is a well-known brand for automotive repair nationally and internationally, with 900-plus shops. Take 5 focuses on fast, “stay in your car” oil changes and has been growing rapidly. 

Charlotte, NC-based Driven Brands made headlines last month when it went public with an IPO that raised $700 million.  Companywide it has more than 4,000 auto service centers across 15 countries, and generates approximately $3.8 billion in system-wide sales annually.

In a recent SEC filing the company reported advertising expenses of $42.4 million for the first nine months of 2020 and $69.7 million for full-year 2019. Meineke spent nearly $8 million on measured media during the first nine-months of last year, according to Kantar. Ad expenditures for Take 5 were not immediately available.