DRIVEN360, a communications and brand marketing firm, has been named global agency of record for Lucas Oil Products, the company announced. The DRIVEN360 team will be responsible for the management of public relations for brand and corporate communications, as well as strategic marketing counsel for Lucas Oil’s portfolio of products and branded properties, the company said.
“Lucas Oil is proud of its heritage as an authentic, American innovator and brand, but we’re also at a point of evolution as we look to the future. We chose DRIVEN360 for their proven history in pushing the envelope for their clients and integrated approach to bringing brands to the next step with bold concepts and unrivaled storytelling capability across current and emerging platforms,” said Morgan Lucas, president, Lucas Oil Products. “We are excited to partner with them to help write the next chapter in our story as the leader in additives and lubricants, as well as a brand that’s ready to grow and tackle tomorrow’s changing world.”
DRIVEN360’s team will serve as strategic counsel for Lucas Oil across the marketing mix, helping to guide larger brand marketing initiatives, social media, entertainment/experiential and other platforms, the company said. The agency will also support Lucas Oil branded properties, including its MAVTV Motorsports Network.
“Lucas Oil is a brand I’ve personally followed and have been a fan of for many years – with their products being a part of my everyday life, vehicles and my garage. It’s easy to associate the Lucas Oil name with high-performance automotive additives and lubricants, but after peeling back a few layers it’s also a family-run business that perfectly reflects the American dream,” said Mike Caudill, president and CEO of DRIVEN360. “We are beyond excited to work with such an iconic company and we look forward to a long, fruitful partnership with the Lucas Oil Products family as their business continues to reach new heights.”