The WPP agency will adapt regional creative work, handle integrated promotions and also plan and buy media. Bates won the business from local agency Thibous, and resumes work on the client it handled in 2005.
The brief is to reinforce Caltex's position as the number one international petroleum brand in Cambodia, and boost popularity of its consumer retail division, Star Mart.
Cambodia's oil industry was thrust into the spotlight last year when offshore oil deposits were discovered by US oil conglomerate Chevron, the owner of Caltex. The find is predicted to double Cambodia's GDP when production begins in 2009. The World Bank has predicted that fuel exports could generate annual revenues of more than US$2 billion.
