HHCL & Partners has prised the pounds 10 million integrated Texaco
business out of IMP, ending a 15-year relationship between the fuel
provider and the DMB&B Group’s below-the-line agency.
The win comes after a four-way pitch that also involved Tequila Payne
Stracey and GGT Direct. HHCL went head-to-head with IMP during the final
stages of the pitch process, which was overseen by Agency
The account was put up for review eight weeks ago.
Texaco spent less than pounds 1 million above the line last year,
according to Media Monitoring Services, but its below-the line spend -
which incorporates its Global Club loyalty scheme and sponsorship of
ITV’s Formula One coverage - made it one of IMP’s biggest clients.
Mick Jones, Texaco’s marketing manager, said: ’We are sorry to be
parting ways with IMP. The agency has done a tremendous job for Texaco
during its 15-year association with us. However, we felt HHCL offered a
fresh and innovative approach.’
HHCL’s pitch team comprised two former IMP staff: HHCL’s joint chief
executive, Chris Satterthwaite, and the account director, Adrian
The agency is expecting to alter Texaco’s traditional marketing mix with
the introduction of some TV advertising, although the bulk of the money
is expected to be spent in other areas.
Coleman commented: ’We offered a completely integrated approach. We will
certainly look at above-the-line advertising. All of Texaco’s rivals are
competing on price and promotion, but we are going to create a brand for
them. They have had a very functional approach in the past.’
Jones said he was impressed with HHCL’s track record on brands like the
AA and Iceland. He added: ’HHCL’s ideas were fresh and very original.
We’re impressed with the agency’s desire to work with our brand in order
to drive Texaco.’
Media planning and buying, which is handled by IMP’s sister agency,
MediaVest, is unaffected by the changes.