Arco Added to BP Amoco Mix

The ongoing saga of where BP Amoco’s ad account may land now has another chapter with the oil company’s announced acquisition of Atlantic Richfield.
Recently merged BP Amoco last week agreed to buy Los Angeles-based Atlantic Richfield for $26.6 billion in stock, which, pending regulatory approval, would create the largest oil producer in the U.S. and one of the biggest energy companies in the world.
The deal adds a third agency to the mix. Rubin Postaer and Associates, Santa Monica, Calif., has handled Atlantic Richfield’s Arco gasoline and AM/PM mini markets for nearly four years. Combined billings are approximately $30 million.
BP Amoco has been quietly conducting a U.S. corporate image review in recent months, according to sources. Doner handles BP’s $12 million account from its offices in Southfield, Mich., and Cleveland, while Leo Burnett, Chicago, handles Amoco’s $30 million consumer account.
Arco and RPA executives said they had no word of marketing changes.
“We’re not aware at this moment of any redeployment,” RPA president Gerry Rubin said. “We’re going ahead with plans as scheduled. The media has been bought.”
Sources said all of BP Amoco’s brands will continue to operate independently with independent advertising indefinitely. A decision on the fate of the brands is not expected to be imminent.
Doner recently bested M&C Saatchi, London, for a Pan-European strategic and creative assignment from BP Amoco to promote BP’s “clean fuels.” Doner International’s London office handles BP’s European business, while M&C handles BP’s corporate advertising internationally.
The clean fuels work will be split between Doner’s Southfield and London offices. Billings could not be determined definitively, but sources said they are about $16 million.