Sunoco Chooses SFGT to Propel Sales

NEW YORK Sunoco has awarded its creative and media account to SFGT following an eight-week review, the agency said.

The Philadelphia agency said it would strategically develop the gasoline brand’s recently signed deal to be the official fuel of Nascar.

Philadelphia-based Sunoco, which signed a 10-year deal with the stock car racing group in January, said it was impressed by the hometown shop’s Nascar experience. The agency had worked on strategy and positioning for the Winston Cup, a race series now sponsored by cell-phone provider Nextel and renamed the Nextel Cup.

“Our partnership with Nascar holds enormous upside potential,” said Sunoco director of brand management Jaine Lucas in a statement. “SFGT demonstrated a deep understanding not only of the emotional connection between Nascar fans and sponsors, but also of how to leverage that connection to build loyalty and drive sales for Sunoco.”

The independent agency’s first work will likely appear at the start of Nascar’s 2005 season in February, said an agency representative.

Account billings and review participants are undisclosed. Interpublic Group’s Tierney Communications held the account previously.

Sunoco is one of the largest independent oil refineries and marketers in the U.S., with more than 4,500 retail outlets primarily in 25 states on the East Coast and in the Midwest.