CLIENT
Chevron Corporation
Helen Clark, Mgr. - Corporate Brand & Reputation
Rachel Setton, Advertising Lead
Russell Yarrow, Mgr. - External Relations
AGENCY
Young & Rubicam New York *Lead Agency
Darren Moran, CD/Copywriter
Gabriel Hoskins, CD/Art Dir.
Christian Barnett, Executive Dir. of Strategic Planning - Global Client Partners
Gordon McLean, President - Global Client Services
Mary Ellen Kenny, SVP - Managing Partner
Mike Murphy, Account Managing Dir.
Andre Galan, Account Supervisor
Viola Cheung, Senior Strategic Planner
Scott Mailhot, Strategic Planner
Michael Patti, WW Creative Dir.
Wunderman New York
Fernando Iglesias-Garcia, Senior Channel Strategist
Stacy VanWickler, Copywriter
Matt Stark, Account Dir.
Brian Kelly, Art Dir./Creative Lead
mediaedge:cia New York
Jill Toscano, Communications Strategy Dir.
SUMMARY
To drive reputation and advocacy amongst the global energy influentials - those who determine the exploration, extraction and delivery of energy around the world - Chevron successfully repositioned the corporate brand as a forward-thinking and collaborative industry leader. The campaign did this by facing up to the real energy issues that concerned the audience - issues that were being ducked by the competition - and encouraging a collaborative response. Research showed an increase in Chevron reputation metrics amongst those who had seen the campaign. Chevron's industry standing grew. Advocacy increased by 127%.
