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In one of the largest brand conversions in retail history, J. Walter Thompson will oversee the makeover of more than 13,000 Texaco gas stations nationwide as Shell outlets.
The rebranding decision last week shifted Texaco’s retail account from BBDO in Houston to crosstown shop JWT. Both are roster agencies for Houston-based Equiva Services, which oversees marketing for the Shell-Texaco alliances.
There was no formal review.
“There were some quiet conver-sations that took place and then executive decisions were made,” said JWT general manager Mike McDonald.
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