Zenith pips rivals in ExxonMobil's USdollars 115m pitch

HONG KONG: The multi-million dollar ExxonMobil global media account has been consolidated with Zenith Media following a pitch that included Universal McCann, Starcom MediaVest, Carat and OMD. The worldwide account is worth about USdollars 115 million, with between dollars 20 million and dollars 30 million earmarked for the region. A source close to the pitch said ExxonMobil tested a wide range of capabilities of all the media agencies that participated, with the emphasis being on speed, effectiveness and global presence. "We were given an assignment with a view to implementing a global newspaper campaign; we had to select four newspapers in Europe, four in Asia and four in the Americas, show costing and demonstrate effective reach. The recommendations had to be completed within 24 hours," the source said. Senior executives from the networks' Asia-Pacific operations were also involved in the pitch, both in the US and in the region. The consolidation of the media account follows ExxonMobil's launch of a global ad campaign in December to announce the completion of the Exxon and Mobil merger. The campaign, developed by DDB New York, communicated ExxonMobil's readiness to take its place as an industry leader in the worldwide petroleum and petrochemicals business.

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