NEWS: Initiative captures pounds 20m Mobil pan-Euro media

Initiative Media has triumphed in the seven-month review of Mobil Oil’s pan-European media planning and buying business.

Initiative Media has triumphed in the seven-month review of Mobil Oil’s

pan-European media planning and buying business.

Initiative scooped the account, which is worth pounds 20 million, after

a protracted review that concluded in a three-way shoot-out between

Initiative, the Carat network and the incumbent, DDB.

The DDB network had handled the Mobil Oil business on a full-service

basis around the world, with BMP looking after the account in the UK.

Now the business will move into the Initiative network around Europe,

co-ordinated from London. BMP, however, will continue to handle the

media for Mobil’s corporate advertising.

The Mobil business represents the first significant win for Initiative

since Phil Georgiadis took over as the company’s UK chief executive last

May. Bruce Turner, the head of advertising at Mobil Europe, said: ‘We

were looking for a partner rather than just an agency. Initiative

understood our business.’

Following the decision to merge some Mobil operations with those of the

oil and petrol giant, BP, Initiative is set to take on media planning

and buying for BP’s lubricants business, currently handled by MediaCom.

Initiative is now waiting to hear whether it will be picking up the

media planning and buying for any other BP divisions.

Mobil’s media review follows a restructure of the company over the past

year, designed to slash costs after the slump in the oil market at the

beginning of the 90s.

Mobil is understood to have been keen to improve the value it gets from

its advertising budgets, and using a media specialist was seen as one

way of achieving that.


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