Oil Giant Expands Roster

NEW YORK Chevron has reached beyond lead worldwide agency Young & Rubicam for its next corporate image campaign, tapping mcgarrybowen to craft the effort, sources said.

The effort will be global and backed by more than $40 million in major media spending, according to sources. Mcgarrybowen, a New York independent that previously did not work on the brand, was awarded the task without a review, said sources.

Y&R remains the lead agency for Chevron, despite the mcgarrybowen assignment. In a brief statement, the San Ramon, Calif.-based client confirmed that it had hired mcgarrybowen “on a project basis” and that Y&R was still its “one global agency of record.” The company declined further comment.

Mcgarrybowen and Y&R had no immediate comment.

Lance Acord of Park Pictures in New York will direct the new campaign, Park Pictures confirmed. It’s expected to break in the fall.

Y&R won global duties on Chevron’s retail product advertising in 2003 and added global corporate image duties a year later.

In July 2005, the agency launched the current “Human energy” corporate campaign, which positions Chevron as a leader in tackling issues related to the world’s energy supply. The effort includes TV spots, print ads, billboards and a Web site, www.willyoujoinus.com, which was created by Y&R sister shop Wunderman.