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.