BP Amoco Work Fuels Doner

Doner has bested M&C Saatchi, London, for a Pan-European assignment from BP Amoco to promote BP’s “clean fuels,” according to sources.
The two shops have been battling for the creative and strategic campaign, slated to introduce the company’s clean fuels, since last month, with final presentations occurring on Feb. 5.
Doner International’s London office handles BP’s European business, while Doner’s Southfield, Mich., headquarters handles retail advertising for the BP brand in the U.S. M&C handles BP’s corporate advertising internationally.
The clean fuels work will be coordinated between Doner’s Southfield and London offices. Billings could not be determined definitively, but sources said they are about $16 million.
The project is not related to the merger of British Petroleum and Amoco, which some sources have said will lead to a corporate image review. Leo Burnett, Chicago, handles the Amoco brand.
The contest for the business marks the second time in a dozen years that the two agencies have battled one another for BP work. Doner’s Michigan office won a 1987 competition for the retail business against the former Saatchi & Saatchi.
The clean fuels work will debut in Europe later this year, but it is unclear whether it will air in the U.S.

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