Eleven agencies, including incumbents Grey Worldwide and Ace/Saatchi & Saatchi, are vying for the 250 million pesos (US$5 million) account, which will be split three ways - the agency with the highest score will be appointed the agency of record handling Petron's fuel account, covering 1,100 service stations nationwide. The second-ranked agency will work on lubricants and the third on LPG.
BBDO Guerrero-Ortega, DDB and Hemisphere Leo Burnett are among agencies pitching for the business.
Grey, Petron's agency for the past six years on its lubricants and LPG business, has been asked to present a corporate campaign, according to its group chairman and executive creative director Yoly Ong.
Fifteen-year incumbent Ace/Saatchi currently handles Petron's fuel, oil and corporate advertising.
Despite weak domestic demand, Petron remains the clear market leader with an almost 40 per cent share. Its investment policy is focused on maintaining this leadership, with an estimated 70 per cent of its 1.5 billion pesos investment budget this year earmarked for developing service stations.
