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The effort J. Walter Thompson began last November to rebrand roughly 13,000 Texaco gas stations into Shell Oil Company outlets has rolled into Texas.
Shell and its affiliates acquired certain Texaco assets after Chevron merged with Texaco last year.
The conversion process and its complementary marketing push, which is being conducted on a market-to-market basis, began in Oklahoma City in May and should be completed by June 2004. Conversions began in Dallas earlier this month and will reach other Texas markets by year’s end.
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