In brief: Penzoil to MacLaren

Penzoil Products Canada has moved its account to MacLaren Lintas of Toronto from Vickers & Benson Advertising as part of the consolidation of all business outside the u.s. with Lintas.v&b has had the account since Penzoil entered Canada in 1980.Advertising, sponsorship...

Penzoil Products Canada has moved its account to MacLaren Lintas of Toronto from Vickers & Benson Advertising as part of the consolidation of all business outside the u.s. with Lintas.

v&b has had the account since Penzoil entered Canada in 1980.

Advertising, sponsorship and promotions spending for Penzoil is estimated to be $2.5 million annually.

All Penzoil creative is made in Canada.

Although the No. 1 motor oil company in the u.s., Penzoil holds just 7% of the Canadian marketplace, and has been unable to advertise that same leadership position.

Penzoil’s plans for 1995 include the continuation of its sponsorship of the Molson Indy car races in Toronto and Montreal, as well as the introduction of a distinctly Canadian brand building campaign.