Chevron taps Ogilvy PR for downstream business

SAN RAMON, CA: Chevron recently selected Ogilvy PR Worldwide to support its downstream business and marketing communications.

SAN RAMON, CA: Chevron recently selected Ogilvy PR Worldwide to support its downstream business and marketing communications.

The oil company's downstream business includes refining, manufacturing, supply, trading, transportation, and lubricants. The task also includes promoting the company's consumer facing brands – Chevron, Texaco, and Caltex. It's a mid-six-figure account, according to Gustavo Santoyo, global PR manager for Chevron's downstream business.

Ogilvy will be tasked with “telling the story” of Chevron's brands in traditional and new media.

“One key platform for our messaging will include safety,” he said. The company will pitch its safety programs when it relates to other news events, in addition to generally promoting the issue. The team will target business, consumer, and trade publications.

Santoyo said social media will be an important PR strategy, but that it's too soon to name the social media outlets it will target.

“We're just starting to dip our toes into social media,” he noted. “We're not diving into the pool, but gradually engaging more.”

The account is based in Ogilvy's San Francisco office, but will include its global network. The business will primarily focus on North America, but outreach might also expand to Europe and Asia, Santoyo added.

Michael Law, MD at Ogilvy, said the firm would continue to “build [Chevron's] brand,” including deploying its digital media offerings.

An RFP was issued in August to about a dozen firms. Hill & Knowlton and incumbent Cohn & Wolfe were finalists, according to Santoyo. C&W declined to comment.

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