Phillips 66: Goin’ To Kansas City

Phillips 66 Co. bypassed its corporate agency of record and two other finalists in selecting NKH&W, Kansas City, Mo., for a new television advertising initiative.
Left behind in pursuit of the estimated $2 million assignment were Publicis/Bloom in Dallas and Barkley Evergreen & Partners in Kansas City. The client’s corporate agency of record, DDB Needham in Dallas, was also considered but did not make a formal presentation.
Ron Stanley, director of corporate advertising for Bartlesville, Okla.-based Phillips 66, said NKH&W’s contract was still being finalized at press time.
“[NKH&W] has a really strong team, from creative to account service to media planning,” Stanley told Adweek. “They’ve done good work on tough accounts . . . They’re a small agency that will give us a lot of attention, and they’ll work their hearts out.”
The Phillips 66 review was launched in mid-November and was conducted with the assistance of the New York-based Advertising Agency Register.
Stanley said NKH&W will develop a television campaign with a dual focus: reinforcing the company’s corporate image and promoting its gasoline and service stations. The advertising campaign is expected to break by mid-year.
“The advertising for our corporate and product advertising have traditionally been separate,” Stanley said, adding that the planned campaign was initially driven by the firm’s product ad group, which saw a need for a two-pronged strategy. DDB Needham will continue to handle print and TV ads focused strictly on corporate image.