Castrol is to review its European advertising arrangements and is
considering consolidating the multi-million pound task into one
The review may see an end to Bates UK’s famous 20-year-old ’liquid
engineering’ campaign, featuring Mahler’s Fifth Symphony and the
trademark trickling bead of oil.
Bates has held the account in the UK for more than 20 years, although
its advertising spend in the UK fell last year to only around pounds 2
The agency will now have to pitch for the business alongside other
incumbent agencies in Europe, including Euro RSCG, Ammirati Puris Lintas
and Springer & Jacoby. Saatchi & Saatchi, which handles the brand in the
Far East and Asia, is also pitching.
Media is also being reviewed. The incumbent in the UK is Zenith
The move reflects a company reorganisation which has seen a separation
of Castrol’s oil and industrial divisions and a consolidation of its
consumer business across Europe.
The pitch is being run by Castrol’s European marketing manager, John
Ward-Zinski, in the UK. A date for the pitch has not been set but it is
hoped a decision will be made by the end of the year.
’The review, which may result in us consolidating our advertising,
reflects the change in the way we run the business across Europe.
’The objective is to improve efficiency and consistency. There is no
specific brief as yet. We are looking more for the right agency partner,
with the right network, way of working and quality of people,’