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SINGAPORE: BP has consolidated its group brief with MindShare(传立媒体) and Ogilvy & Mather(奥美) by asking the two WPP-owned firms – which already work on BP – to take on its Castrol brand.

The move comes 17 months after BP acquired Castrol, which previously booked its media through several agencies including FCB, while a roster of Asia-Pacific agencies including FCB and Saatchi & Saatchi handled creative.

The Asia portion will be managed from Singapore. Manpreet Singh, managing director of MindShareworld, said it was still unclear how large an account Castrol would be in Asia. Globally, Castrol is worth US$120 million.

Naveen Kshatriya, BP (lubricants) senior executive strategic marketing and customer service, said the company felt it could manage its brands better if it dealt with one ad and media agency.

"The new style agency structure helps us manage distinct brand personalities while ensuring they still reflect the overall values of the BP corporate brand. It also allows us to leverage our adspend and resources more effectively, he added. Kshatriya said BP contacted other agencies in Asia, "but we felt this was the best way forward".

To ensure there is no account conflict, MindShareworld will continue to house the Shell Oil account at its other media shop Maximize.

By: admin


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