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.