New strategy for Imperial

Imperial Oil began the new year by simplifying the way it handles the two biggest parts of its business - brand and credit card.The accounts, previously divided along language lines, are now split between agencies.Goodgoll Curtis of Toronto and Marketel/McCann-Erickson of...

Imperial Oil began the new year by simplifying the way it handles the two biggest parts of its business – brand and credit card.

The accounts, previously divided along language lines, are now split between agencies.

Goodgoll Curtis of Toronto and Marketel/McCann-Erickson of Montreal, through a joint venture agreement, are handling the national brand assignment.

Montreal-based BCP Strategy-Creativity and its new Toronto office have national responsibility for the Esso Credit Card business.

Initiative Media handles placement for Imperial Oil, valued at more than $1.3 million in 1992.