European oil mammoth TotalFina Elf has shortlisted five agencies in its quest for a single shop to handle a £40 million rebranding brief across the continent.

The competing quintet – BBDO; Devarrieuxvillaret (owned by US network Arnold Worldwide Partners); Euro RSCG; Grey Worldwide and TBWA – will submit proposals to forge a new retail identity for the gasoline company – Europe’s largest.

An additional £18m has been reserved for sales promotion activity, seen by TFE as a key element in an integrated solution to the rebranding. The bulk of the spend will be in France, from which nation the pan-European effort will be directed.

The review is thought to exclude media planning/buying.

News Source: CampaignLive (UK)