{"id":306154,"date":"2025-11-20T12:30:47","date_gmt":"2025-11-20T12:30:47","guid":{"rendered":"https:\/\/accountants4yourbusiness.co.uk\/advertising\/take-5-oil-changes-up-its-agency-roster-amid-brand-overhaul\/"},"modified":"2025-11-20T12:30:47","modified_gmt":"2025-11-20T12:30:47","slug":"take-5-oil-changes-up-its-agency-roster-amid-brand-overhaul","status":"publish","type":"post","link":"https:\/\/accountants4yourbusiness.co.uk\/?p=306154","title":{"rendered":"Take 5 Oil Changes Up Its Agency Roster Amid Brand Overhaul"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div>\n<p>Take 5 Oil Change, a fast oil-change and light maintenance chain with thousands of U.S. locations, is overhauling its marketing strategy under its first chief marketing officer, Doug Zarkin.<\/p>\n<p>The company has hired Atlanta-based Dagger and dentsu X as its creative and media agencies of record, respectively, with a goal to modernize its brand in a commoditized category. Dagger previously worked with the brand on a project basis, while media was spread across multiple agencies, including dentsu X.<\/p>\n<p>The agency appointments are exclusively for Take 5 Oil Change and not for its parent company Driven Brands, Zarkin said. COMvergence estimates Take 5 Oil Change\u2019s 2024 media spend was $10 million.<\/p>\n<p>Zarkin said the company\u2019s earlier creative agency model, which operated on a project-basis, wasn\u2019t built for the rapid pace at which Take 5 Oil Change is opening stores across the U.S.\u2014at a clip of 100 to 200 locations per year. On the media side, relationships across several agencies created confusion and consistency.<\/p>\n<p>\u201cIn a highly commoditized business like quick lube oil, you have to be living and breathing the business 24\/7,\u201d he said. <\/p>\n<p>Take 5 Oil Change brought on Krista Lang as vice president of media investments earlier this month to manage the relationship with dentsu X, and has hired Jennifer Renna, who begins Dec. 1, as vice president of integrated marketing to oversee work with Dagger. Sean-Paul Brown will also start on Nov. 24 as director of visual merchandising and brand experience.<\/p>\n<p>Dagger has expanded its strategy function and hired a new creative director to run the account.<\/p>\n<h4 class=\"wp-block-heading\"><strong>Prove it<\/strong><\/h4>\n<p>Zarkin, who joined Take 5 Oil Change in July, led the process to find new agencies. Instead of launching a typical review, he gave the agencies projects in order to prove themselves before hiring them.<\/p>\n<p>The resulting structure has Dagger and dentsu X working closely, with creative and media teams in weekly meetings together along with Take 5 Oil Change\u2019s marketing team. Both agencies work from an integrated brief and can access the brand\u2019s internal data to inform their strategies.<\/p>\n<p>\u201cMy hope is three months from now, you can\u2019t tell who\u2019s being paid by whom,\u201d Zarkin said.<\/p>\n<p>\u201cWe really do feel embedded into the organization,\u201d said Teri Brady, who joined Dagger as brand president in October. \u201cWe join Doug\u2019s marketing meetings on Monday as a unified front. We jump in there, talk to each other, and then all [align on] the same goal.\u201d<\/p>\n<p>Bruce Williams, who was appointed CEO of dentsu X North America on Nov. 17, echoed that creative and media teams are working much more closely together. \u201cYou can\u2019t underscore what Doug and the Take 5 team have brought in terms of transparency, candor, and clarity,\u201d he said.<\/p>\n<p><!--nextpage--><\/p>\n<div class=\"horizontal-teaser my-4 py-4 border-top border-bottom\">\n<section class=\"Horizontal_Teaser row d-flex justify-content-center align-items-center\">\n<div class=\"section--teaser_partner col-12 col-md-6 col-xl-4\">                     <a class=\"link-reset text-decoration-none\" href=\"https:\/\/www.adweek.com\/brand-marketing\/take-5-oil-change-puts-doug-zarkin-in-the-drivers-seat\/\" target=\"_blank\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/static-www.adweek.com\/wp-content\/uploads\/2025\/07\/Take-5-Oil-Change-CMO.png?w=640&amp;h=360&amp;crop=1\" alt=\"Take 5 Oil Change has named Doug Zarkin as its first chief marketing officer (CMO). The exec joins from wellness and fitness services company Modern Performance and Recovery Brands, where [\u2026]\" aria-label=\"Take 5 Oil Change has named Doug Zarkin as its first chief marketing officer (CMO). The exec joins from wellness and fitness services company Modern Performance and Recovery Brands, where [\u2026]\" class=\"image image--partner\"\/><\/a>                 <\/div>\n<\/section>\n<\/div>\n<p>On the media side, dentsu X is helping Take 5 Oil Change better leverage its first-party data by applying \u201cmore relevant signals\u201d to \u201cengage customers in a more human way,\u201d Williams said. On the creative side, Dagger aims to give the brand a more human identity in a category defined by speed and sameness.<\/p>\n<p>Brand Health will be a key metric by which the relationship is measured, Zarkin said.<\/p>\n<p>\u201cWe are a challenger brand. We are not the biggest in the category, but we intend to redefine what the experience is,\u201d he said. \u201cWe are building a marketing ecosystem to focus on the person behind the wheel.\u201d<\/p>\n<p>Take 5 will soon announce a new PR agency and additional hires. <\/p>\n<\/div>\n\n","protected":false},"excerpt":{"rendered":"<p>Take 5 Oil Change, a fast oil-change and light maintenance chain with thousands of U.S. locations, is overhauling its marketing strategy under its first chief marketing officer, Doug Zarkin. The company has hired Atlanta-based Dagger and dentsu X as its creative and media agencies of record, respectively, with a goal to modernize its brand in [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":306155,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12023],"tags":[11074,54343,15467,5353,374,1305,79306,1640,42727,15606],"dealstore":[],"offerexpiration":[],"class_list":["post-306154","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advertising","tag-accounts","tag-advertising-news","tag-agencies","tag-agency","tag-brand","tag-exclusive","tag-media-agencies","tag-oil","tag-overhaul","tag-roster"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Take 5 Oil Changes Up Its Agency Roster Amid Brand Overhaul - Som2ny Network<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/accountants4yourbusiness.co.uk\/?p=306154\" \/>\n<link rel=\"next\" href=\"https:\/\/accountants4yourbusiness.co.uk\/?p=306154&page=2\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Take 5 Oil Changes Up Its Agency Roster Amid Brand Overhaul - Som2ny Network\" \/>\n<meta property=\"og:description\" content=\"Take 5 Oil Change, a fast oil-change and light maintenance chain with thousands of U.S. locations, is overhauling its marketing strategy under its first chief marketing officer, Doug Zarkin. 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