![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 […]](https://static-www.adweek.com/wp-content/uploads/2025/07/Take-5-Oil-Change-CMO.png?w=640&h=360&crop=1)
On the media side, dentsu X is helping Take 5 Oil Change better leverage its first-party data by applying “more relevant signals” to “engage customers in a more human way,” Williams said. On the creative side, Dagger aims to give the brand a more human identity in a category defined by speed and sameness.
Brand Health will be a key metric by which the relationship is measured, Zarkin said.
“We are a challenger brand. We are not the biggest in the category, but we intend to redefine what the experience is,” he said. “We are building a marketing ecosystem to focus on the person behind the wheel.”
Take 5 will soon announce a new PR agency and additional hires.
