Interfocus, a subsidiary of the Lowe Group, is to handle a below-the-line campaign explaining the tie-up between BP and Mobil.
The agency, which already handles BP business, won the additional work following a pitch against a number of other, unnamed agencies.
It will be responsible for informing current and potential customers of the new agreement between BP and Mobil. The tie-up will involve 850 Mobil stations changing to the joint venture livery over the next 12 months. However, oils will be branded with the Mobil logo and the new badge.
Interfocus will be charged with stressing the benefits of the venture to the local customer base.
BP’s That’s Entertainment reward scheme is likely to be phased out and the Argos Premier Points scheme will be introduced, though this may be rebranded BP Premier Points.
The campaign is reportedly worth about 4m and the media spend about 2m.