Mobil Lubricants Europe has appointed WCRS to handle its Mobil lubricants brands, and Doner to handle the BP Lubricants business across Europe.
The appointments complete the joint venture company’s assignment of advertising agencies for the lubricants business, which is believed to be worth up to 20m across Europe. In January, Summerfield Wilmot Keene was appointed to the Duckhams Oils account. Initiative Media will handle the entire media planning and buying for Mobil Lubricants Europe.
The review was initiated as part of the joint venture, announced last year. The deal led to all Mobil petrol stations being rebranded under the BP brand, with BP taking over all marketing and retailing. The joint venture for lubricants is 51 per cent owned by Mobil, 49 per cent by BP.
The BP business is handled globally by US agency Doner, and in the UK by its subsidiary Doner Cardwell Hawkins.
The Mobil brands include Mobile 1 Oil, and the BP brands include Visco 2000. Duckhams was previously 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.