ExxonMobil
As a Global Business Director during tenure at DDB, we paved the road to repositioning the ExxonMobil master brands from a Fuels-first Marketer to that of a consumer brand. WE did this by placing the Consumer [not fuel] at the center of the brand promise bringing birth to heart filled driver empathy position that tested universally relevant and translatable across regions. This gave new ambition to serve consumers who live life on the go, informing new offerings for the brand while tying together Cafe, Fuels, Shop Carwash, ATM, all under one unified strategy. The body of work represented here is a creative exploratory to future proof the brand in a next/next generation of its narrative: Supercharged and Unstoppable.
