The Publicis Groupe agency saw off M&C Saatchi, Grey, McCann and BBDO to clinch the account – and strengthen its relationship with the oil giant. Leo Burnett also handles Petronas's corporate and motor sports accounts.
The incumbent, local agency Astana, did not pitch as the client is believed to have wanted an agency with a broader international scope. The account covers Indonesia, Thailand, India and China as well as Malaysia. Agencies were initially briefed to create a campaign for the motorbike oil brand Sprinter, with a view to adding creative duties for the rest of the client's sealant and lubricant brands.
