Black Rogers Sullivan Goodnight Gets Lube Job

Conoco Consolidates Hydroclear Assignments at Houston Agency
DALLAS–After a review of undisclosed agencies, Conoco has consolidated its lubricants marketing account at Black Rogers Sullivan Goodnight in Houston.
Neither client nor agency executives would disclose spending, but sources said the account will bill $2-3 million in 1999.
The account includes business-to-business print advertising, collateral development and trade show projects supporting Houston-based Conoco’s Hydroclear lubricant products.
Beth Atherton, marketing communications manager for Conoco lubricants, said the review was triggered by a desire to develop more continuity in the branding efforts for the year-old Hydroclear name. “We have some work to do to get brand identity established,” Atherton said.
The Quest Business Agency and Pennebaker.LMC, both located in Houston, are among the agencies that have provided marketing support in the past for Conoco’s lubricants. Atherton said a number of other undisclosed shops have also contributed on a project basis.
Atherton said BRSG has proposed new positioning statements that could replace the existing “The clear solution” line, though a decision has not been made yet on that issue.
BRSG president Scott Black said his shop has been courting Conoco for two years and was among the shops asked to make a presentation to the client in September. The pitches involved a speculative creative component, according to Black.
BRSG is redesigning collateral materials and is also working on a 1999 print campaign that will be targeted at commercial and industrial segments, including trucking, heavy construction, power generation, natural gas, mining, assembly and manufacturing.
The agency’s first print campaign will likely break in February.
BRSG’s hiring does not affect the status of Houston’s Taylor Speier as corporate agency for Conoco. That shop recently launched a print campaign aimed at the client’s business customers, vendors and employees announcing Conoco’s return in October to the New York Stock Exchange. –Steve Krajewsk