Five shortlisted for pounds 40m TotalFina Elf Euro branding task

The oil giant TotalFina Elf has shortlisted five agency networks to

pitch for a pounds 40 million European rebranding task.

Grey Worldwide, TBWA, Euro RSCG, BBDO and the Arnold-owned French agency

devarrieuxvillaret will compete to spearhead a new retail identity for

Europe's largest petrol company.

The networks were asked to develop an integrated solution, with an

additional pounds 18 million set aside for sales promotions activity.

The pitches will be led from France, with the majority of the campaign

spend being allocated to that territory. The review is not believed to

include media.

The agency search was kicked off in May following the Franco-Belgian

company's decision to unify its petrol distribution under a single


The eventual branding of the company has been a subject of much

speculation on the continent since TotalFina's hotly contested dollars

55 billion takeover of Elf Aquitaine in 1999.

The new campaign will supersede the marketing strategy put in place by

Totalfina Elf's UK operation last year. Marketing Drive was appointed to

develop a pounds 5 million TV campaign for the new company in September,

with planning and buying through BJK&E.


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