Texaco taps Y&R in Russia as it pumps up first ads in two years

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MOSCOW--Texaco has appointed Moscow-based Young& Rubicam to handle a $1.5 million campaign as it returnsto fully fledged advertising in Russia for the first timein two years. The multinational oil giant froze marketingactivity following the country's financial crisis in 1998.Any advertising since has been sporadic and small scale.

Y&R will handle creative and media buying for Texaco's localtrademark TNK as well as for a corporate Texaco campaign.Local agency Art Pictures is handling outdoor. Texaco would notdisclose other agencies pitching.

Texaco, with a paltry 0.2% share, is aiming to catch up withlocal producer LUKoil, which dominates the market with an 8%market share, and other multinationals including Mobil (6.4%)and Shell (5.8%).

The TNK campaign breaks at the end of August for three monthswhile the corporate campaign rolls out in the spring of 2001.

Copyright August 2000, Crain Communications Inc.

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