August.One secures Total TV ad campaign account

Oil group Total has appointed August.One Communications, as the

traditionally media-shy company seeks PR support for a £4m TV ad


The new marketing activity follows the merging during the past two years

of Total with the Fina and Elf oil businesses. Globally, the deals made

TotalFinaElf the world's fourth largest firm in its sector.

Andrew Ward, Total corporate communications manager, said the client had

appointed the agency as part of a review of its PR needs following the


'We wanted an agency capable of coming up with an integrated strategy to

augment the TV advertising. August.One will be doing B2C and B2B work as

well as corporate work with sponsorship and charities. It will also

advise on internal comms and look at public affairs and influencers,' he


Sally Hetherington, international consumer director at the agency, said:

'They have completely re-branded so they have a blank page. '

Hetherington said the audience was principally petrol buyers and

increasingly shoppers at the company's convenience stores.

Ward said none of the three pre-existing oil companies had been

proactive about PR in the past and that the major challenge for

August.One would be to turn this around.

'The companies were all media shy, but with the TV advertising campaign

starting we can not remain so. We will look to August.One to turn us

into a more proactive and outgoing company,' Ward said.

'They have come up with a creative and realistic campaign to encourage

all members of staff to get involved in the creation of stories,' Ward


Ward said the agency had brought ten staff to the pitch after he asked

for agencies' teams to include all those who would work on the business.

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