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.
