Total announces £40m review of European advertising business

Total, the French oil company, is reviewing its pan-European advertising account, which is estimated to be worth &£40m.

The business is held by the BBDO network in Europe, but Miles Calcraft Briginshaw Duffy (MCBD) handles the advertising in the UK because of a conflict with Abbott Mead Vickers.BBDO’s Sainsbury’s account, which includes the supermarket giant’s petrol stations.

Paris-based CLM/BBDO was appointed as the lead agency when BBDO won the business in 2001. MCBD’s slice of the account is worth about &£4m and the agency works alongside CLM to develop the UK campaigns.

The incumbent is repitching, but it is understood MCBD would only keep the business if BBDO retains the account. Total is believed to be talking to at least five agencies, which are understood to include TBWA and Publicis.

Total Retail marketing manager Stephanie Lumley confirms the review is taking place and says the company is “making sure it is getting the best possible service”.

BBDO won the Total account, then known as TotalFina Elf, following a five-way pitch against Euro RSCG, Grey Worldwide, TBWA and French agency Devarrieuxvillaret.

The UK account was reportedly given to MCBD on the recommendation of AMV chairman Michael Baulk just two years after the four founders of MCBD quit AMV to form their own agency.

The advertising review does not affect Carat, which handles Total’s media planning and buying, and Euro RSCG KLP, which was appointed to handle the below-the-line account earlier this year following the demise of incumbent Boy Meets Girl.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

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

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest 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 will be 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.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

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