The oil giant TotalFina Elf has shortlisted five agency networks to
pitch for a pounds 40 million European rebranding task.
Grey Worldwide, TBWA, Euro RSCG, BBDO and the Arnold-owned French agency
devarrieuxvillaret will compete to spearhead a new retail identity for
Europe's largest petrol company.
The networks were asked to develop an integrated solution, with an
additional pounds 18 million set aside for sales promotions activity.
The pitches will be led from France, with the majority of the campaign
spend being allocated to that territory. The review is not believed to
The agency search was kicked off in May following the Franco-Belgian
company's decision to unify its petrol distribution under a single
The eventual branding of the company has been a subject of much
speculation on the continent since TotalFina's hotly contested dollars
55 billion takeover of Elf Aquitaine in 1999.
The new campaign will supersede the marketing strategy put in place by
Totalfina Elf's UK operation last year. Marketing Drive was appointed to
develop a pounds 5 million TV campaign for the new company in September,
with planning and buying through BJK&E.