MindShare scoops $120m Castrol

Castrol, the BP-owned oil brand, has consolidated its global media

account, worth an estimated $120 million, into MindShare


It has also appointed the sister WPP creative agency, Ogilvy & Mather,

to handle its global advertising account, ending a long drawn-out review

which was delayed by internal senior marketing staff changes in the

summer. O&M already handled advertising for BP, which took over Castrol

in July 2000.

Castrol's communications manager, Simon Elliott, said: "The appointments

are part of Castrol's co-ordinated and consolidated approach to leverage

advertising spend effectively, creating greater strength on individual

brands on a global scale."

Before centralising media and advertising, Castrol used a number of

agencies in different markets around the world. FCB was appointed to

handle all European media for the brand outside Germany in May 2000,

when Castrol pooled its £15 million European advertising account

into FCB and Springer & Jacoby.

In a separate move, MindShare Worldwide has also been awarded the

$50 million pan-European media planning and buying account for

Kodak's digital cameras, including the Easyshare range. Carat was the

previous incumbent on the business.

MindShare Worldwide already handles the remainder of Kodak's media

offerings, including films and other camera ranges.

Steve Pollack, a managing partner at MindShare Worldwide, said: "We

didn't do a formal pitch but we had to demonstrate to a separate

marketing team in Kodak that we have the strengths, capabilities and

structure to handle the account."


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