ExxonMobil taps WS to extend reach

FAIRFAX, VA: ExxonMobil has hired Weber Shandwick to add PR muscle to its lubricant and petroleum specialties marketing efforts.

FAIRFAX, VA: ExxonMobil has hired Weber Shandwick to add PR muscle to its lubricant and petroleum specialties marketing efforts.

Headquartered in Fairfax, VA, Mobil's pre-merger home, the lubricants division is divided into product lines that keep passenger vehicles, commercial fleets, and industrial machinery running smoothly, explained Chris Broderick, business marketing EVP at WS in New York. He will oversee staff serving the account out of New York and St. Louis.

Henrik Hansen, Americas marketing services manager for the division, said, "We wanted to use the PR arm of the marketing mix to extend our reach in both the consumer and trade media."

WS' PR efforts are intended to support various ad and marketing strategies for both the Exxon and Mobil brands in the US and Mexico, including Mobil's long-term NASCAR involvement. Mobil has been NASCAR's official lubricant sponsor for a dozen years, and it backs the Penske Racing South team of Ryan Newman and Rusty Wallace, Broderick said.

Hansen declined to disclose the value or duration of WS' contract.

Exxon and Mobil merged in November 1999.

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