Young & Rubicam (Y&R) and Wunderman EMEA are understood to have won the European through-the-line account for oil and petrol giant Chevron Texaco, believed to be worth between $35m (&£22m) and $40m (&£26m).
Shortly after the merger of Chevron and Texaco last year, the new Chevron Texaco – the world’s fourth-largest oil group – announced a review of its worldwide creative and media buying accounts, then estimated at $100m (&£64m), in order to cut costs. Y&R’s San Francisco office handled the US account, while McCann-Erickson held the account in Asia-Pacific and BBDO handled South America. It is understood that the latter two were invited to pitch.
In Europe, the business was split between a number of local agencies, with HHCL & Partners being the agency of record on the account in the UK.
Y&R and Wunderman will work on promotions, direct marketing and advertising for Belgium, Holland, and the UK and Ireland. Chevron Texaco operates 3,000 outlets across Europe, half of which are in the UK.
In Europe, the group will continue to use the brand name Texaco. Chevron will be used in the US and a third brand, Calitex, in parts of Asia and Africa. It is understood that one of the first tasks for Y&R and Wunderman will be to advise on a relaunch for the Texaco brand.
The creative review continues in other regions, as does the global media review.