Initiative Media has triumphed in the seven-month review of Mobil Oil’s
pan-European media planning and buying business.
Initiative scooped the account, which is worth pounds 20 million, after
a protracted review that concluded in a three-way shoot-out between
Initiative, the Carat network and the incumbent, DDB.
The DDB network had handled the Mobil Oil business on a full-service
basis around the world, with BMP looking after the account in the UK.
Now the business will move into the Initiative network around Europe,
co-ordinated from London. BMP, however, will continue to handle the
media for Mobil’s corporate advertising.
The Mobil business represents the first significant win for Initiative
since Phil Georgiadis took over as the company’s UK chief executive last
May. Bruce Turner, the head of advertising at Mobil Europe, said: ‘We
were looking for a partner rather than just an agency. Initiative
understood our business.’
Following the decision to merge some Mobil operations with those of the
oil and petrol giant, BP, Initiative is set to take on media planning
and buying for BP’s lubricants business, currently handled by MediaCom.
Initiative is now waiting to hear whether it will be picking up the
media planning and buying for any other BP divisions.
Mobil’s media review follows a restructure of the company over the past
year, designed to slash costs after the slump in the oil market at the
beginning of the 90s.
Mobil is understood to have been keen to improve the value it gets from
its advertising budgets, and using a media specialist was seen as one
way of achieving that.