Marketing Program Development & Management
Shell and Texaco merged their downstream U.S. operations and chose us to provide the same services we had previously done for Texaco.
When two major energy giants, Shell and Texaco, sought marketing project development and management support, they bypassed their global advertising agencies in favor of James McFarlin Marketing. Despite having access to some of the world’s largest agencies, these companies recognized the need for a specialized approach that went beyond traditional advertising.
Ad agencies often focus on national media campaigns promoting broad products like fuels or credit cards. What they lack is integration with internal operations teams tasked with achieving specific business goals. James McFarlin Marketing bridges this gap, aligning strategy with execution to deliver impactful marketing solutions.
Why Texaco Chose McFarlin Over ‘Mega’ Agencies
When Texaco was searching for a consultant to become an integral part of their brand management team, they were looking for a smaller group, more of a “boutique” firm, as opposed to their ad agencies that handled media advertising.
The hope was that the smaller firm would be more flexible and able to deliver at the fast pace Texaco was looking for. In short, Texaco wanted to find a marketing communications and PR partner to help them manage and grow their brand.
Texaco sought a boutique firm that could deliver flexibility and agility, moving at the fast pace demanded by their competitive environment. Beyond media advertising, they needed a partner to manage and grow their brand with precision and attention to detail.
Capabilities That Set Us Apart:
- Comprehensive B2B and B2C marketing experience
- Strategic consultation and marketing direction
- Expertise in public relations and brand development
- Seamless program development and implementation
- Local store marketing solutions tailored for unique needs
- Graphic design, photography, and creative copywriting
- Strong project management and execution
Strong Outdoor is a key deliverable.
The Texaco-Shell Joint Venture: A Case Study in Innovation
Texaco brought us onboard as their primary marketing and communications partner, leveraging our expertise for five years to design and execute programs that seamlessly aligned with their operations.
When Texaco and Shell merged their U.S. refining and marketing operations, a joint venture was formed. During the integration process, Texaco’s marketing practices stood out as highly evolved. James McFarlin Marketing was selected to lead marketing efforts for both brands, ensuring operational continuity and driving innovative solutions across their networks.
Key Achievements:
- Developed and launched a Branded Car Wash Program after extensive pilot testing and refinement.
- Successfully replicated Texaco’s marketing programs for Shell, while implementing new initiatives Shell lacked confidence to execute independently.
- Delivered the largest retail rebranding initiative in U.S. history, overseeing the conversion of 10,000 Texaco stations to Shell branding while upgrading 15,000 Shell locations to international facility standards.
Taking Shell and Texaco Into the Digital Age
A cornerstone of our collaboration was pioneering the first on-brand digital local store marketing system. This groundbreaking platform allowed individual retail outlets to create custom marketing materials directly from their back-office PCs.
Key Features of the Digital System:
- Enabled retailers to produce tailored marketing materials for unique retail offerings, including co-branded sites and quick-service restaurants.
- Delivered through the company extranet, combining print orders for significant cost savings and streamlining distribution with a centralized database.
This innovative solution marked the first system of its kind adopted by any major organization, setting the standard for on-brand, digital marketing systems in the industry.
Local store marketing materials are created from digital templates in retail back office interface using our LSM application.
A Legacy of Excellence
From shaping iconic brands to executing unprecedented rebranding initiatives, James McFarlin Marketing has a proven track record of delivering marketing programs that drive measurable success. By understanding the unique needs of large organizations and crafting solutions that align with their goals, we’ve become a trusted partner for some of the world’s most recognizable brands.
