The decision will see DDB revamp the Mobil 1 website and develop an integrated communications strategy.
The agency already handles the above-the-line component of Mobil 1’s communications brief, with the addition of the digital brief coming after the agency had worked on several projects.
Takashi Takeda, CEO, DDB Japan, said that while the initial brief centred on revamping the brand’s online presence, the agency, which pitched against several local digital shops, won the business after demonstrating how to expand and develop the brand’s digital communications strategy.
“The challenges are, obviously, how we can re-establish the Mobil 1 brand as the best premium engine oil product in a cluttered environment,” said Takeda.
“We have to really stand out and gain attention in what is a relatively low-interest category. We have to leverage the fact that Mobil 1 has strong brand credentials with the reputation of ‘quality’ among core drivers with high awareness,” he added.
Takeda added that Mobil 1, which has long enjoyed a strong brand presence in Japan through its more traditional ATL strategy, has recently suffered from a “quieter” presence and a tougher competitive environment, which includes all major players, specifically Castrol and Valvoline.
The news comes as DDB recently unveiled three key hires in the creative and account servicing departments, and rebranded itself as DDB Japan (Media, 20 August).
