Young & Rubicam’s Moscow office has been recruited by Texaco to handle media and creative for its first major ad campaign in Russia since the country’s financial crisis in 1998.
The $1.5 million campaign, which rolls from the end of August, aims to carve the oil giant a larger slice of the Russian oil and gasoline cake – currently languishing at a mere two percent behind market-leading local company LUKoil (8%) and multinationals Mobil (6.4%) and Shell (5.8%).
Y&R is responsible for all but outdoor advertising which has been handed to local shop Art Pictures. The campaign is split between consumer – Texaco’s TNK brand – and corporate, the latter breaking next spring.
News source: Advertising Age - International Daily