Texans Lose Out in Oiler’s Consolidation

LOS ANGELES Petroleum conglomerate BP has consolidated the creative portion of its Hispanic advertising account with Grey Global Group’s Wing Latino, the client confirmed.

The Los Angeles shop has handled advertising for BP’s Arco gasoline and am/pm minimarket brands—the largest portion of the account—for nearly nine years. With the consolidation, Wing Latino also picks up Hispanic advertising for BP Gasoline, which was previously handled by Omnicom’s Dieste Harmel & Partners in Dallas, and Castrol, which had some assignments done at independent LatinWorks Marketing in Austin, Texas. Media buying remains at WPP’s MindShare.

The review included roster and non-roster shops, according to sources. Dieste participated in the review, while LatinWorks did not, sources said. The other contenders could not immediately be determined.

Neither the client, which has its North American headquarters in Warrenville, Ill., nor the agency would disclose billings. Sources, however, estimate the value of the account at less than $3 million.

The assignment includes creative development, public relations, research, merchandising, event marketing and some internal affairs and training, said Sergio Ruiz, executive vice president, managing director and chief creative officer at Wing Latino.

The consolidated BP business is the largest account for Wing Latino here, Ruiz said. The shop also works with clients such as Union Bank of California, Rite Aid Drugstores, the California Department of Consumer Affairs, Pedigree and Panasonic.

London-based BP was formed in 1998 by the merger of British Petroleum and Amoco. The company, then known as BP Amoco, acquired motor-oil maker Burmah Castrol and Atlantic Richfield Co. (Arco) in 2000 and shortened its name to BP in 2001.

WPP’s Ogilvy & Mather handles BP’s global general-market ad account. BP spent $70 million on general-market ads in the U.S. in 2003, according to Nielsen Monitor-Plus.