Boy Meets Girl has retained petrol forecourt retailer Total’s estimated £1m below-the-line account in the UK following a statutory review. It pitched against four unnamed agencies.
The agency has been appointed to a three-year contract covering all areas of Total’s business, including its 900-strong service station network. The agency will be responsible for all point-of-purchase, direct marketing, promotional and Web-based activity, with the aim of further building the Total brand in the UK.
Total’s above-the-line advertising account, held by Miles Calcraft Briginshaw Duffy, was unaffected by the review. Carat handles planning and buying.
Total relaunched its long-running TOPS loyalty scheme in 2003 with new redemption opportunities in order to appeal more to men (MW October 23, 2003).
TOPS, which before that had not changed since its launch in 1991, allows members to collect points that can be exchanged for gift vouchers at various retailers.
Boy Meets Girl completed a management buyout, headed by Andy Law and Chris Chalk, from its corporate backers IPG and Springer & Jacoby, in October. (MW October 28, 2004).