BP and Mobil seek agency for lubricants

Oil giants BP and Mobil are understood to be looking for an agency for their lubricants brands which include Duckhams, BP Oil, and Mobil 1 Oil.

Earlier this year, Mobil and BP announced a joint venture in which all Mobil stations would be rebranded BP over the next 12 months.

However, the Mobil oil brand will become available in the joint venture outlets, dramatically increasing the brand’s distribution.

It is understood the oil companies are now reviewing the strengths of the individual lubricants brands.

When the review is concluded, the oil companies will appoint an agency to work on the chosen brand or brands. The combined lubricants account is likely to be worth more than 3m.

The review is understood to be scheduled for November and is the latest in a series of ad reviews for the joint venture company.

Last week, it announced it had appointed Interfocus to handle the through-the-line loyalty campaign for the rebranded petrol stations.

In the UK, BP is handled by Doner Cardwell Hawkins, though BP Oil has not advertised for some time. The BP brand Duckhams’ account was last held by Duckworth Finn Grubb Waters. BMP DDB was the last agency to work on Mobil lubricants in the UK. The pan-European account for Mobil lubricants was previously held by German agency Sholtz & Friends.

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