Texaco, White Plains, N.Y., selected BBDO Worldwide, New York, to handle a new corporate advertising account with projected spending of $20 million to $30 million. BBDO beat out four other New York agencies for the account: Bates USA, Lowe & Partners/SMS, Messner Vetere Berger McNamee Schmetterer Euro RSCG and Saatchi & Saatchi Advertising. Bates will continue to handle Texaco's $40 million product and retail account. Texaco's last corporate campaign, which ran more than five years ago, was created by Campbell Mithun Esty's New York and Houston offices, which Bates later acquired. The company heard pitches for the account nearly three months ago, after asking all the contenders to present a campaign with a jingle.
Copyright January 1997, Crain Communications Inc.