McCann Gets E-Busy

McCann-Erickson Southwest has landed a new business-to-business interactive account worth as much as $20 million.

Houston-based Trade-Ranger, a venture established this summer by 14 energy and petrochemical companies, selected the Houston shop and its Interpublic Group partner, Shandwick International/Houston, to develop an integrated global communications campaign.

McCann-Erickson Southwest will provide brand management services and develop a global marketing campaign focusing mainly on print ads in trade journals. Shandwick International/Houston will handle domestic and international media affairs, industry analysis, investor relations and employee communications.

“Business-to-business is the new big push in the e-economy,” said Mark Denesuk, executive vice president and general manager of McCann-Erickson Southwest. “We are glad to be a part of it early on.”

Denesuk estimated billings for the Trade-Ranger account at$10-20 million.

The 14 founding partners of Trade-Ranger are: Royal Dutch Shell, British Petroleum, Total-FinaElf, Dow Chemical Co., Conoco, Motiva Enterprises, Occidental Petroleum, Equilon Enterprises, Phillips Petroleum, Mitsubishi Corp., Repsol YPF, Statoil, Unocal and Tosco. Taken together, these firms have combined procurement budgets of more than $125 billion.

Trade-Ranger will link energy industry buyers and sellers through a central Internet hub. The online exchange will provide an electronic marketplace with a single, standardized system for ordering and invoicing. The company’s stated goal is to realize savings for its founding partners and others in the energy sector by simplifying the transaction process.

The exchange begins operating this month. Trade-Ranger is expected to go public at a later date.