Valvoline - ICON International, Inc.

Oiling the Gears with Advertising and Marketing Solutions

The Challenge

Valvoline initiated its relationship with ICON not as a potential client but as a supplier accepting trade credit as partial payment from Monro Muffler.

How Icon Uncovered Value

Once Valvoline’s executives saw the potential of corporate barter for themselves, they began redeeming trade credit for media and other goods and services, thus saving cash outlay across many expenditure areas.

Valvoline, a division of Ashland Inc.,

serves more than 100 countries worldwide and is a leading marketer, distributor and producer.

The Results

ICON currently places national and spot TV for Valvoline. The process works so well that when Valvoline has slow-moving inventory of its own, they work with us.