Mediaedge:CIA will handle media buying, according to the petroleum marketer. The same team of Y&R and Mediaedge:CIA was awarded ChevronTexaco's pan-European creative and media business last fall.
The only piece of the ChevronTexaco business that remains undecided is the creative portion of the estimated $10 million to $15 million corporate image account, currently at J. Walter Thompson's Broulliard, also part of WPP.
Promotions duties to Wunderman
Wunderman, Y&R's promotions unit,
Some 35 shops worldwide were incumbents on the business, but the biggest share was with Interpublic Group of Cos.' McCann-Erickson Worldwide, which handled Caltex in Asia, the Middle East and Africa, and HHCL & Partners, which handled the business in Europe.
ChevronTexaco is headquartered in San Ramon, Calif.
Patricia Woertz, an executive vice president of ChevronTexaco, said in a statement the oil company's intention is to develop a "cohesive worldwide marketing strategy." The decision is subject to the signing of final agreements, the company's statement said.
At the time of the October 2001 merger, Chevron Corp. and Texaco promised Wall Street the combined energy company, one of the world's largest, would come up with at least $1.8 billion annually in operating synergies, and the advertising consolidation was part of that cost-cutting effort.
Three fuel brands
ChevronTexaco markets fuel brands Chevron in the U.S. and Canada; Texaco in Europe, Latin America and west Africa; and Caltex in Asia, the Middle East and east Africa. Other products include Havoline and Delo motor oils and Techron, a fuel additive. The company also runs convenience stores Star Mart and Extra Mile Markets.
Y&R will direct the Chevron, Texaco and Caltex business out of its San Francisco office in conjunction with regional offices globally. The shop developed Chevron's long-running animated car campaign aimed at female drivers.