INTERNATIONAL: Claydon Heeley lands pounds 10m Esso BTL biz

Claydon Heeley Jones Mason has picked up ExxonMobil's pounds 10 million (about USdollars 14 million) pan-European below-the-line business, swiftly replacing its BP account which moved to Ogilvy-One last month as part of a global review. The agency will work on loyalty, marketing of fuels, convenience stores and commercial cards for the Esso brand across Europe. The move to Claydon Heeley is part of a global review by ExxonMobil. McCann-Erickson previously held the through-the-line account. It lost the global creative business to DDB earlier this year. Claydon Heeley will develop direct marketing and promotional strategy for the Esso brand and implement the work in the UK. Local DDB offices will work on implementation other markets. The agency lost the BP account last month as the oil giant moved its entire below-the-line business into the Ogilvy network. Ogilvy & Mather picked up the above-the-line business a year ago. The Esso brand is looking at establishing loyalty partnerships. It does not have a loyalty scheme, but is exploring options in this area. Following the creative and BTL review, the oil giant is reviewing its pounds 75 million global media account. In the UK, Universal McCann works on the Esso brand. - All stories in this section were sourced from MEDIA's sister publication in the UK, Campaign magazine.

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