Castrol has consolidated its pounds 15 million European advertising
account into FCB and Springer & Jacoby, ending a 20-year relationship
with Bates in the UK.
FCB will handle all the European media for the brand outside Germany,
while its London office, Banks Hoggins O’Shea/FCB, will share the
creative with Springer & Jacoby in the UK.
Media was previously handled in the UK by Zenith Media. Castrol’s UK
media spend last year was pounds 2 million according to MMS figures.
Castrol called a review of its account last September as part of an
internal reorganisation designed to improve efficiency and consistency.
Bates was asked to pitch against other incumbents in Europe, including
Euro RSCG, Ammirati Puris Lintas and Springer & Jacoby.
But FCB found its way on to the list after agreeing to pitch with
Springer & Jacoby, which has no European network. The two first came
into contact while Banks Hoggins was working on Chrysler and Springer on
Mercedes, both part of the Daimler/Chrysler group.
The move may mean the end of Bates’s famous ’liquid engineering’
campaign, featuring a trickling stream of oil backed by a refrain from
Mahler’s Fifth Symphony.
Sven Olsen, the managing director of Banks Hoggins, said that it was too
early yet to say what would happen to ’liquid engineering’. ’This is a
very clever solution to allow two agencies to work together to solve a
client’s problems around Europe,’ he added.
John Ward-Zinski, the European marketing director of Castrol, was not
available for comment as Campaign went to press.