ExxonMobil Narrows Creative Field in Global Review

Euro RSCG among those cut

The long-awaited cut among creative agencies in ExxonMobil’s global review has finally come down.

Still standing are BBDO, DDB and McCann Erickson. DDB handles fuel advertising and McCann creates ads for lubricants and chemicals. Euro RSCG, which leads corporate image efforts, has been eliminated.

Globally, the oil giant spends about $300 million annually in media.

The three finalists emerged from a field of six that also included Publicis and The Martin Agency, which partnered with fellow Interpublic Group agency Lowe. For the media portion of its business, ExxonMobil is only considering OMD, Universal McCann and MPG.

Joanne Davis Consulting in New York is managing the review, which ExxonMobil started planning for in the fall. Davis and a representative for ExxonMobil declined to comment. The company hopes to complete the process next month.

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