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Moroch Will Refine Fina's Crude

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Dallas Agency to Rebrand Oiler With Fresh Marketing Message
DALLAS--Fina Oil & Chemical here has selected Moroch & Associates for a 1999 campaign designed to reinvigorate its previously lackluster marketing efforts.
The budget is expected to be approximately $1 million, according to Fina representative Carla Holmes Meadows. Work will cover regional markets for Fina's retail gasoline and lubricants, plus trade executions for the chemicals division.
"We're going to start with a brand new position and a brand new strategy," said Moroch vice president and creative director Dave Longfield.
Moroch, headquartered in Dallas, beat out a field of undisclosed agencies for the account.
Incumbent Levenson & Hill in Dallas declined to defend after the review was initiated by a newly formed advertising committee.
Fina, which became a fully owned subsidiary of Belgium parent PetroFina earlier this year, has stated its annual revenues are $4.5 billion.
Even with those kind of sales figures, Fina admitted in an August request for proposals that recent campaigns had "floundered" because of a lack of corporate and distributor support. Nearly all recent advertising was derived and funded locally by distributors and franchisees themselves, according to Fina.
"They've been very forthright" about previous marketing shortcomings, said Longfield. "I think we're both on the same course."
The 1999 campaign will be geared for Texas markets Abilene, Dallas/ Fort Worth, Lubbock, Midland/ Odessa, El Paso and Wichita Falls. Other markets include Albuquerque, N.M., and Tucson, Ariz.
Although media is to be determined, Meadows said, Fina had asked Moroch to devise scenarios using radio, print, promotions, events and point-of-sale materials.
Neither the company nor the agency would rule out the use of television in the media mix.
Meadows said Moroch was chosen because of its strengths in working with regional franchisee groups.
"Mediawise, we're already negotiating in those markets" for McDonald's and Midas, said Longfield. "Creatively, we know how to produce the different work and produce it on a timely basis."
Fina last introduced a corporate television campaign in 1996 through Levenson, utilizing the themeline, "Performance for a lifetime."