ChevronTexaco selects the Y&R Group to handle global account
16 January, 2003
ChevronTexaco Announces the Selection of Global Advertising and Media Buying Agencies for its Worldwide Downstream Business.
ChevronTexaco Corp. today announced selection of the Young & Rubicam group of companies and its media partner, Mediaedge:cia, to handle worldwide advertising under its family of brand names, primarily Chevron, Texaco and Caltex.
The Young & Rubicam group will handle the strategy and creative advertising development for product marketing, while its global media partner, Mediaedge:cia, will be the company's media-buying agency for product marketing as well as corporate advertising. The company's worldwide spending last year for product advertising and all media buying was about $95 million.
"I'm very pleased that our global relationship with Young & Rubicam group and Mediaedge:cia will strongly support our goal of achieving a cohesive worldwide marketing strategy," said Patricia Woertz, executive vice president of ChevronTexaco's downstream organization, which refines, markets and transports fuels and lubricants. "It will also deliver cost-savings, greater efficiency and consistent practices among our business units."
The agency selections were made after a rigorous year-long review of some 35 agencies previously retained by business units of Chevron, Texaco and Caltex, which were united when Chevron Corp. and Texaco Inc. merged in October 2001. Selection of the agencies, which is subject to the execution of definitive agreements, has been led by a team that used strategic sourcing processes to evaluate the agencies' ability to deliver strong creative and strategic results, cost-savings and efficiencies on a worldwide basis. Y&R and Mediaedge:cia are both part of the WPP Group.
ChevronTexaco markets its three major fuel brands in specific areas: Chevron in the United States and Canada; Texaco in Europe, Latin America and West Africa; and Caltex in Asia, the Middle East and east Africa.
The company's brand family also includes well-known brands related to lubricants and other offerings, such as Havoline and Delo motor oils and the Techron fuel additive, as well as convenience store brands such as Star Mart and Extra Mile Markets.