Type of agency Research, insights
Telephone (011) 780-6100
Key person Michael Lawrence, head
Ownership Lowe Bull 74%; employee trust & other BEE 26%
Black equity 26%
Accounts gained 7
Accounts lost 3
Biggest clients - Unilever/Unifoods, SAB, Coca-Cola, E Snell, Pick n Pay
Oil is Lowe Bull's strategic arm, offering brand positioning, experiential and communications strategy, as well as research tools. It opened a second office this year in Cape Town. This was partly to service the strategic needs of Lowe Bull in the city, but also because of several business wins there, including Pick n Pay, Oxygen medical scheme and Heart FM radio.
The highlight of the year was Oil's appointment to lead strategic planning for Coca-Cola's Red Lounge agency, which will work on Coke's 2010 soccer World Cup campaign.
To improve its consumer insight, it partnered in the creation of a new division, Oil Instinct. The idea, says Lawrence, is to better explain "why people do what they do, even when they can't tell you themselves". Other new business included Tetrapak, Unilever and Russian Bear vodka.