Hill Holliday has been named the creative and strategy agency of record for the Valvoline business after a multi-agency pitch.
The company reported total advertising costs in fiscal 2020 of $72 million.
The brand’s account was formerly handled by Big Communications, Birmingham, Ala, whose CEO John Montgomery said the agency did not defend the account for "various strategic reasons."
Valvoline makes its own motor oil, additives and lubricants and operates and franchises about 1,600 service-center locations in the U.S. and Canada.
The organization recently announced it was separating into business units, a Retail Services Segment and a Global Products Segment. Hill Holliday will begin working with both on Dec. 1.
“We believe Hill Holliday’s strategic approach and creativity aligned perfectly with our two business units (Retail Services and Global Products) and reflected our ambitions for growth moving forward,” said Heidi Matheys, senior vice president and chief marketing and transformation officer for Valvoline. “From the start we have been impressed with their level of insights and strategy to help us deliver against our objectives.”
“Valvoline is one of the world’s most iconic brands and we couldn’t be more excited about the future of their businesses.” said Chris Wallrapp, President of Hill Holliday.”
The review led by search consultant Matt Ryan of Roth Ryan Hayes.
For Hill Holliday, this marks the first new business win for Icaro Doria, who joined the agency as chief creative officer this year. A 25-year veteran of the industry, Doria’s experience working with brands ranges from Coca Cola and Diageo to Nike, Hilton Hotels, Carl’s Jr’s, Hardees, Old Spice, Heineken and others.