BBDO beats two to retain £40m Euro Total account

Total, the French oil company, has reappointed BBDO to handle its £40m pan-European advertising account. Miles Calcraft Briginshaw Duffy (MCBD), the UK incumbent, has also been retained.

Total, the French oil company, has reappointed BBDO to handle its &£40m pan-European advertising account. Miles Calcraft Briginshaw Duffy (MCBD), the UK incumbent, has also been retained.

MCBD handles the business in the UK because of a conflict with Abbott Mead Vickers.BBDO’s Sainsbury’s account, which includes the supermarket’s petrol stations.

Total called the review last year (MW June 30) to “make sure it was getting the best possible service”. BBDO pitched against TBWA and Publicis to win the business. Total retail marketing manager Stephanie Lumley has confirmed that BBDO has retained the business.

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 several million pounds and the agency works alongside CLM to develop UK campaigns.

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 had quit AMV to form their own agency.

The advertising review did 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 last year following the demise of incumbent Boy Meets Girl.

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Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here

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