Arco Added to the Mix

RPA Client Awaits Ad Plan From BP Amoco
LOS ANGELES–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.
Newly merged BP Amoco last week agreed to buy Los Angeles-based Atlantic Richfield for $26.6 billion in stock. The deal, pending regulatory approval, will create one of the largest energy companies in the world.
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.
Arco executives were uncertain about what marketing decisions might result from the merger, but said it is business as usual for now.
“There’s been a lot of discussion as to whether or not the Arco brand will remain,” said Kirt Danner, Arco manager, advertising and sales promotion. “Those questions may or may not be answered in the short term.”
“We’re not aware at this moment of any redeployment,” said RPA president Gerry Rubin. “We’re going ahead with plans as scheduled. The media has been bought.”
BP Amoco has been quietly conducting its own U.S. corporate image review in recent months, according to sources. Doner handled the former BP’s $12 million account from its offices in Southfield, Mich., and Cleveland; Leo Burnett in Chicago handled Amoco’s $30 million consumer account.
RPA has produced new TV spots for Arco that are now testing. While its previous campaign focused on Arco employees, the new work stresses the value of Arco gasoline.
In addition, the agency last week was in production on new AM/PM ads, which use the award-winning “Too much good stuff” theme.
–with Tanya Irwin