LEXINGTON, Kentucky and BIRMINGHAM, Alabama — Valvoline™, the pioneering developer of motor oil, has concluded its agency review process and has selected Birmingham, Alabama-based independent Big as agency of record for advertising, public relations, media, and digital marketing in Valvoline’s Do-it-Yourself (DIY) business.

Valvoline selected Big after a thorough creative and media review that concluded this month with final pitches from five agencies. Valvoline said its review was aimed at identifying an agency that could develop a holistic approach to messaging and content.

“We selected Big after this review based on their overall approach,” said Jamal K. Muashsher, director of marketing for Valvoline’s global brands. “They understood both exactly who our audience is and how to reach them with innovative approaches to content that will help celebrate the rich heritage of hands-on expertise for which Valvoline is known.”

Big, a 46-person full-service shop that began as a PR firm, is most recently known for its selection as Advertising Age magazine’s Southeast Small Agency of the Year in 2013. “You don’t pass up the chance to pitch for and work with an American icon,” said John Montgomery, Big’s founder and president. He added, “In Valvoline we saw an ideal partner – one that would allow us to bring our authentic voice to work for them and one that wanted exactly what we’re best at.” Big will support digital strategy, content creation, creative and media buying for Valvoline.

About Valvoline

Valvoline, a brand of Ashland Inc. (NYSE: ASH), has been serving American motorists for over 140 years. In addition to commercial and industrial lubricants, the Valvoline family of products includes, ZerexTM antifreeze, SynPowerTM performance products, MaxLifeTM products created for higher-mileage engines and NextGenTM, created with 50-percent recycled oil. With more than 940 locations throughout the United States, Valvoline Instant Oil ChangeSM service centers are a leader in serving the quick lube market. For more information, please visit Valvoline.com.

About Big

Big is a Birmingham-based, full-service digital communications firm, specializing in public relations, brand strategy, integrated marketing, content marketing, media strategy, grassroots marketing and promotions. For more information about Big, visit www.bigcom.com.