Texaco Europe 1992
Early in my career I worked for IMP (part of now defunct DMB&B) the largest pan European BTL agency in Europe. I managed part of the European business for Texaco Europe - then the largest single BTL account in the UK. My brief encompassed 8 countries and 6000 retail locations. In 1992 as part of Texaco’s sponsorship of the Olympic Games, myself and my colleagues within DMB&B London were tasked with devising and managing an entire pan-European advertising and promotional program leveraging the corporate Olympic sponsorship of the games.
Themed ‘Fuelling the Olympic Spirit’ this campaign was acknowledged as one of the earliest examples of European integrated marketing. I oversaw the implementation of contra marketing initiatives in key European markets with established sponsors Coke, Mars, Visa and Kodak.
I also managed Texaco’s corporate social responsibility program. Focusing on helping alleviate unnecessary deaths amongst children every year on British roads due to poor visibility. A high profile campaign was devised and ran for several years on TV and at retail locations - entitled ‘Children should be seen and not hurt’ the initiative focused on providing real and practical help to children and their parents by raising the profile of this problem, providing sensible advice and distributing free reflective gear to kids.
