Pennzoil to turbocharge its marketing in Europe

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FRANKFURT -- U.S. motor oil company Pennzoil Products, is to boost significantly its marketing activity in Europe this year following the establishment of a European headquarters last year and the appointment of its first advertising network for the region, TBWA International.

The Houston, Texas-based company, which claims its brand is the best selling motor oil in the U.S., is planning to drive into new Eastern European markets this year, but also to build awareness in the 15-plus European countries in which it already has a presence.

"We've been in a lot of European markets, but the focus has not been on Europe," says Marketing Coordinator Ingrid Wendland, who is based at Pennzoil Products Europe in Eschborn, near Frankfurt in Germany. Previously, each country carried out its own marketing. The establishment of the European headquarters in April 1996 and the appointment of U.S. native Robert Long as advertising director means that marketing is now centralized, she says.

"Getting started and hiring people takes a while," she says. Now this year, "it's full steam ahead. We'll be putting more money into it." She would not reveal a budget.

TBWA International will develop a broad European communications strategy aimed at the consumer and the trade. It has already prepared campaigns for South Africa, Spain and Germany. In addition, Pennzoil is sponsoring the Formula One Mastercard Lola Team.

Pennzoil motor oil is sold in more than 70 countries worldwide.

Copyright March 1997, Crain Communications Inc.

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