Modern Marketing

Gulf Oil appoints Leo Burnett as first global ad agency

By Jennifer Faull | Deputy Editor

September 26, 2019 | 3 min read

Gulf Oil has appointed Leo Burnett as its first advertising agency, the second major win for the Publicis shop since Charlie Rudd was named chief executive earlier this year.

Leo Burnett out pitched six other agencies but the account value is unknown with the global oil giant formally working with an ad agency before. The brief is to develop an overarching global strategy for the 100 year-old brand in its key global markets. That strategy will likely lean heavily on its partnerships with the likes of Manchester United Football Club, MotoGP, Chennai Super Kings and Gulf BMW Road Racing team.

Following the UN’s Global Climate Summit and the climate strikes which took place in cities around the world, there’s a laser focus on how advertising agencies work with clients in sectors such as oil and gas. It is expected that part of the strategy development for Gulf Oil will put emphasis on the work it’s doing in renewables.

gulf oil

Gulf Oil appoints Leo Burnett as first global ad agency

The account will be managed from Leo Burnett’s London office.

Alexandra Ip, vice president of global marketing at Gulf Oil, said: “We are delighted to be working with Leo Burnett. Throughout the pitch process, they showed smart thinking and impressive ambitions for our brand.”

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It’s the second major win for Charlie Rudd, former Ogilvy and Mather London chief who joined the Publicis group earlier this year to run both Leo Burnett and Fallon London. It landed the Iceland creative account in April.

Rudd said: “We are delighted to work with such an iconic brand as they look to build their brand globally.”

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