McCann Gets E-Busy | Adweek McCann Gets E-Busy | Adweek
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McCann Gets E-Busy

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McCann-Erickson South-west 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 international 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 are Royal Dutch Shell, British Petroleum, TotalFinaElf, Dow Chemical Co., Conoco, Motiva Enterprises, Occidental Petroleum, Equilon Enterprises, Phillips Petroleum, Mitsubishi Corp., Repsol YPF, Statoil, Unocal and Tosco.

Trade-Ranger will link buyers and sellers through a central Internet hub, providing an independent electronic marketplace for goods and services traded within the oil and gas industries. The exchange plans to kick off its transaction business in September.