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New ad agency chosen

March 14, 2003, 08:00 CET

JBR McCann has been chosen as the new principle supplier of advertising agency services to Statoil’s Norwegian operations.

This brings together all advertising requirements controlled from Norway for Statoil ASA, Statoil Detaljhandel AS and Statoil Norge AS in a single agency.

The change in supplier coincides with the establishment of a common communications strategy designed to strengthen the Statoil brand.

This aims to establish the Statoil name as an umbrella brand, while allowing each company which uses its logo to achieve the appropriate positioning in its markets.

“Four agencies were on the final short list,” reports public affairs manager Morten Henriksrud at Statoil.

“They were each given an assignment based on a brand model of how paid communication from Statoil should be pursued in future.”

“The candidates were assessed for their strategic and analytical ability, mode of working, creativity, specialised expertise, and price and invoicing terms.”

He explains that JBR McCann best fulfilled these criteria, demonstrating a mode of working and an insight which made Statoil feel comfortable with it.

“This agency has leading-edge expertise in relevant areas, and the personal chemistry also worked.”

It will play a key part in work on a new communications platform, and serve as a strategic partner in discussing the coordination of advertising budgets for Statoil’s business areas.

The aim is to establish a clearer image for the group in Norway, and more unified communication.

JBR McCann will take over as the principal agency on 1 April, but is due to work for some time in parallel with Statoil’s existing agencies on projects already under way.