Marathon Petroleum Corp. has appointed Young & Laramore as AOR for its Speedway chain of filling stations and convenience stores following a formal review.
Y&L and itsmedia division, EchoPoint Media, will be responsible for brand strategy and positioning, creative, digital, social media, media planning and buying, as well as in-store communications and packagingdesign. The agency’s first work will launch in early 2018.
Speedway’s marketing team and senior management chose Y&L because of the agency’s "rigorous strategicapproach" to brand strategy and research, as well as its ability to "develop breakthrough creative and efficient national digital, social and traditional media executions," the clientstated.
Last year, Speedway spent $15.24 million on advertising, according to Kantar Media. Earlier this year, the Ohio-based Marathon announced plans to spend $380 million, primarily torenovate and build new stores.
In 2014, Marathon acquired the Hess Retail chain of convenience store/gas stations for $2.6 billion and folded it into the Speedway operation.
One of Speedway’s top marketing priorities is to drive gas customers into its co-located convenience stores.