WAYNE, NJ: Admitting its in-house PR efforts have been ineffective, Castrol North America has hired Alan Taylor Communications as its first-ever full-time PR agency.
Castrol director of marketing Paul Waterman conceded the company's communications department had not got the job done. 'In retrospect, there are some things we might have done differently,' he said. 'With the marketplace as competitive as it is, we thought it was time to pay more attention to our public profile.'
The oil-product giant chose New York-based Taylor Communications (over four suitors, who Waterman declined to identify) for a variety of reasons, including 'immediate rapport' and 'Taylor's grasp of what Castrol is trying to accomplish.'
Taylor president Alan Taylor said Castrol was also impressed with the firm's work in sports marketing and PR. Taylor said the Castrol account is 'a significant piece of business - well into six figures.'
In addition to organizing product publicity and special events Taylor executives will be on-site at Castrol's Wayne headquarters to offer strategic advice three days a week. 'It makes sense to both parties for us to be involved throughout the entire process,' said Taylor.