The Exxon Mobil Corporation is to conduct a global advertising review for its combined $100 million fuels marketing account, which includes service stations and convenience stores. The review has been on the cards since last year’s mega-merger between Exxon and Mobil.
Exxon Mobil spoke, Lauren Kerr, verified a report of the impending review in this week’s Advertising Age. It would be conducted regionally, she said, according to the needs of the company's five regional markets: Asia-Pacific, Africa and the Middle East, Europe, North America and South America (including the Caribbean). One or more agencies could be appointed.
The oil giant’s two incumbent agencies, DDB Worldwide in New York and McCann-Erickson Worldwide Advertising in Houston, will participate in the review. DDB has handled the Mobil business since 1949, a relative newcomer compared with McCann-Erickson which has serviced Exxon and its predecessors since 1912. McCann also handles the Esso brand outside the United States.
News source: New York Times