Esso in 11m review as JWT quits

Oil giant Esso has called a review of its 11m advertising account after J Walter Thompson London was forced to resign it last week when Shell awarded the agency’s European network its $90m (55m) brief.

However, McCann-Erickson, which has Esso business in other worldwide markets, is tipped to win Esso’s full-service account.

JWT’s sister WPP agency, Ogilvy & Mather London, lost the Shell UK account, worth 7m (Register-MEAL), last week following a review exclusively revealed in Marketing Week (November 29 1996).

JWT London was most adver-sely affected by the $90m win because it has been forced to ditch the full-service account for Esso.

Esso spent 11m (Register-MEAL) through the London office.

Shell’s media buying is handled by CIA across Europe. A JWT insider says: “Obviously, WPP wants to win the media back and we will not rest until JWT has wrested it back from CIA.”

JWT European communications director Christine Barker says the move by the oil company is part of an effort to centralise advertising into single agencies.

Publicis lost business in Scandinavia and France, where it had held the Shell account for 40 years.

O&M still handles advertising for Shell in Australia, South Africa and North and South America.

Tim Davis, JWT’s global business director, says the pitch was strategic, not creative.

“The pitches demonstrated our strength of management across Europe,” he adds.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here