UM, BBDO pick up ExxonMobil globally

Neither agency was able to comment at this stage, but UM is understood to have been incumbent on ExxonMobil’s lubricants brands. The win would see it gain the oil giant’s other three business lines. In Asia-Pacific, UM handled seven markets - the win would see this rise to eleven.

Reports put ExxonMobil’s measured media spend at between US$120 million and $300 million. Also involved in the media pitch were MPG and OMD.

In a complete change on the creative side, the majority of global business will now be handled by BBDO.

Industry speculation was that long-time incumbents McCann Erickson and DDB would retain at least some of the business. This is true for DDB, which holds onto below-the-line work for Exxon's fuel business, but is seen as a blow for McCann.

BBDO is understood to have won all above-the-line brands business and Exxon’s corporate advertising previously handled by McCann Erickson and EuroRSCG. The final stage came down to three agencies BBDO, DDB and McCann Erickson, after Euro RSCG was cut from the review.