Driven Brands Partners With New Creative Agency to Expand Take 5 Oil Change Marketing
Driven Brands has taken a slightly new direction with its advertising for not only Take 5 Oil Change, but all its brands, with several additions to its agency roster, reports AdAge.
Dagger, a marketing agency based in Atlanta, has been made the creative agency of record for Take 5 Oil and Take 5 Car Wash, as well as a roster agency for the rest of Driven Brands’ portfolio.
Other agencies will be joining Driven Brands’ roster as well, including Tombras and Mythic, the latter of which has previously worked on the Take 5 brand, as well as Maaco and Carstar.
Take 5 Oil Change VP of Marketing Mike DeTrana said the company’s recent search for outside agencies was motivated by the desire for a roster of agencies that could accommodate all of Driven Brands’ portfolio. It was a process that took around four months.
While Take 5, the company’s biggest brand, was a large focus, Driven Brands was seeking someone that could make Take 5’s successful marketing strategy work for its other brands.
Driven Brands saw great success with the work it did alongside Erich & Kallman in its marketing campaigns. In 2023, the agency created a humorous campaign for Take 5 Car Wash, advertising free washes for cars its official pigeon pooped on. That stratgey is something it’s looking to expand on, and bring across its other brands.
“We were seeking on the Take 5 side someone that could bring the creativity and understand our brand in the way that our previous agency did, but could really pull that through across all the different media channels and properties as well as create more distinction for our brand in the marketplace,” explained DeTrana.
Though there was an effort to adapt Take 5’s creative resources to other brands, the results were inadequate. DeTrana said that Dagger is providing what he called full funnel executions, allowing the use of their materials wherever Driven Brands requires them, rather than having to have something separate developed internally.
DeTrana said there will be a difference in Take 5’s marketing when its work with Dagger launches sometime around February, but without losing the humor it’s seen success with.
“We think humor works, so we didn’t want to lose that,” shared DeTrana. “You’ll continue to see that come through, but the way we do it will be somewhat different.”
