ROCHE MACAULAY PARTS WITH PETRO-CANADA
By Adnews Staff
Toronto-based Roche Macaulay & Partners Advertising Inc. is parting ways with client Petro-Canada at the end of February, leaving the account up for grabs. Petro-Canada had decided to put its English-Canada account up for review and Roche Macaulay declined to participate. Agency senior vice-president and strategic planning director Andrew Macaulay told Adnews that Roche Macaulay was proud of its track record with Petro-Canada and was willing to stand on that record. He said he doesn't believe the agency can show the client anything better than the advertising the shop has already created. Petro-Canada spent $4.5 million on advertising last year, according to ACNielsen of Markham, Ont. Roche Macaulay signed on to the account in November of 1994 after a hard-fought, seven month review, involving a long-list of 22 agencies. Since then, it has helped Petro-Canada introduce three new fuels and participated in the launch of the Petro-Points customer loyalty program. PNMD/Publitel Inc. of Montreal handles Petro-Canada's French advertising. Petro-Canada officials could not be reached for comment. December 11, 1996