Duckhams Oils set for ads return with Summerfield shop

Duckhams Oils has appointed Summerfield Wilmot Keene as the first step in plans to stage a return to advertising.

Duckhams Oils has appointed Summerfield Wilmot Keene as the first

step in plans to stage a return to advertising.



The agency was awarded the business after a pitch against a number of

undisclosed agencies. The appointment follows changes in the management

of Duckhams after the establishment of the joint venture between its

parent, BP, and Mobil.



The new initiative is understood to be backed by a total budget of

pounds 2.5 million, about pounds 1.5 million of which will be spent

above the line.



Duckhams has had a chequered advertising history, its most recent work

having been produced by the direct marketing specialist, Draft.



Malcolm Summerfield, the Summerfield Wilmot chairman, said: ’Duckhams is

a famous brand although it’s difficult to recall any of its most recent

advertising. Our job is to make it top-of-mind again.’



Duckhams, with a portfolio of several products and new ones in the

pipeline, has been going through a repositioning exercise and resolving

which brands to promote.



The move is a direct result of the BP and Mobil joint venture, under

which BP assumes control of marketing all petrol brands while Mobil

takes responsibility for all lubricant promotion.