Last year, energy company Phillips 66 named Carmichael Lynch as its lead consumer agency.

In doing so, it assigned the Minneapolis-based shop responsibility for promoting thousands of gas stations operating under three banners: Phillips 66, Conoco, and 76.

“It was a ‘win-one-get-two-free’ deal,’” Lachlan Badenoch, Carmichael Lynch’s chief strategy officer, told delegates at the 4A’s (American Association of Advertising Agencies) 2018 Strategy Festival.

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Lachlan Badenoch, chief strategy officer, Carmichael Lynch

The initial brief from the client, he related, was undoubtedly tough: “They wanted one strategy that could support these very different brands in very different regions,” he explained. “We could execute it differently; the creative didn’t have to be the same. But they wanted one underlying strategy so they could pivot off that for the same kind of promotions.”