Citgo Is Going To Kansas City

Citgo Petroleum of Tulsa, Okla., last week awarded its $12-15 million advertising account to Barkley Evergreen & Partners of Kansas City, Mo., after hearing presentations from four finalists.
Left behind in the final round were Rives Carlberg of Houston, Hal Riney & Partners/Heartland in Chicago and Campbell-Ewald Advertising of Warren, Mich.
Client advertising manager Donald Rucks said Barkley will develop a corporate image campaign and handle other unspecified marketing chores for 14,500 Citgo-branded locations in 47 states. The agency’s first campaign will break next year.
Barkley’s duties include creative development as well as media planning and buying, Rucks said.
911, a consortium of freelancers in Chicago, handled creative work and media planning for Citgo’s 1998 advertising. Media buying was done by Media First International in New York. Rucks said those two firms were among the initial pool of 23 shops, but they did not advance to the final round of the review.
Each of the four finalists presented speculative creative campaigns to Citgo executives last week.
Rucks would not disclose the three new taglines Barkley proposed.
“We thought Barkley had a very good understanding of our [marketing strategy] and there was also a very good fit in terms of chemistry,” Rucks told Adweek.
Barkley’s work on the account will include television and print ads reinforcing the Citgo name. The company has not had a concerted branding campaign aimed at consumers in the past, according to Rucks. Citgo’s previous marketing has primarily been through direct channels.