Castrol splits pounds 15m European task between two

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.

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.



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