Barkley Tops It Off

Once Bitten, Kansas City Shop Lands Citgo Account With a Bit of Blatant Self-Promotion
CHICAGO-Barkley Evergreen & Partners in Kansas City, Mo., can thank crosstown NKH&W for its recent win of Citgo Petroleum’s $12-15 million advertising account.
NKH&W in March beat out Barkley and two other agencies for a new $2 million TV advertising initiative for Phillips 66. Had Barkley won that pitch, it would not have been able to compete for the larger, conflicting Citgo account.
When the request for proposals went out from Citgo, Barkley pulled out the stops to win, including advertising itself on an outdoor board that officials from Tulsa, Okla.-based Citgo were sure to see when they came to visit. The ad featured the agency’s logo with copy touting, “Friendly service. Great advertising. Clean restrooms.”
Barkley will develop the company’s first corporate image campaign, covering 14,500 Citgo-branded locations in 47 states. The campaign, which will include both print and TV work, is slated to break next year.
Barkley beat out Rives Carlsberg in Houston, Hal Riney & Partners/Heartland in Chicago and Campbell-Ewald Advertising in Warren, Mich., for the business.
Citgo’s 1998 advertising plan and creative duties had been handled by 911, a consortium of freelancers in Chicago. Media First International in New York has handled media buying.