Fina Mounts Comeback

RFP Reveals Plans for Regional Resurgence
DALLAS–After two years of scant marketing activity, Fina Oil & Chemical here has issued a request for proposals to undisclosed regional agencies for an estimated $1 million advertising campaign in 1999, according to sources.
Per a request for proposals obtained by Adweek, work will include consumer assignments in radio, print and outdoor for its gasoline and lubricants products, plus trade executions for the chemicals unit. Direct mail is also a possibility.
Incumbent Levenson & Hill in Dallas will defend, said chairman Bill Hill. He declined further comment.
Fina representative Carla Holmes Meadows could not be reached last week. Insiders said the client has already selected contenders.
In the questionnaire, the company admits that recent corporate and brand marketing efforts have been “inconsistent and unfocused” and campaigns “floundered” due to a lack of corporate and distributor support.
The client stated it has “adopted a more integrated marketing approach to take full advantage of economies of scale and enhanced efficiencies.”
In 1999, Fina wants to produce advertising, promotions and special event tie-ins in key Texas markets Dallas/Fort Worth, Lubbock, Midland/Odessa, El Paso, Abilene and Wichita Falls. Other target markets are Albuquerque, N.M., and Tucson, Ariz. Agencies are being asked to propose scenarios funded by $500,000 and $1.2 million budgets.
The company has formed an advertising committee that is overseeing the review, according to sources. A decision is expected in mid-September.
Despite $4.5 billion in total revenues, the client’s advertising in recent years was mostly through franchisees’ independent efforts. Fina last introduced a corporate campaign in 1996 via television and radio spots utilizing the tagline, “Performance for a lifetime.”