Total S.A. | Company Profile, Marketing Contacts, Media Spend, Brands
French company Total is one of the biggest oil companies in the world, with a presence in the crude oil, petroleum, and natural gas markets.
|Main Telephone||02073 398 000|
|Main Fax||01923 427 701|
Total S.A. ContactsContacts (5/7)
|Emmanuel R.||Vice President, Marketing - Gas & Power||London|
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|Daniel C.||Vice President - Europe||London|
|Stephen P.||Marketing Executive||London|
|Diwakar S.||Sales & Marketing Business Manager||London|
|Chris W.||Marketing Manager - Lubricants||London|
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Total launches multi-media awareness ad campaign across 21 countries
Global integrated energy producer and provider Total has adopted a new global signature and is launching an international (21 countries) multimedia advertising campaign to spread its message. The three-year media plan is themed with the new baseline “Committed to Better Energy” and aims to improve recognition and awareness of the brand and strategic vision.
“Total is a leading global energy company; It needs a powerful brand over the long term to support the growth of its businesses,” said Total's Senior Vice President, Corporate Communications, Jacques-Emmanuel Saulnier. “This large-scale campaign is the first of its kind in Total's history. It reflects both our size and our ambitions.”
The campaign highlights Total's operations in oil production, refining and marketing, as well as its role as a major player in natural gas (50% of its output) and as the global number two in solar power, through its subsidiary SunPower.
“Our commitment is to continuously improve, working with and for our stakeholders,” said Philippe Guys, MD, Total Exploration and Production UK. “This isn't just a promise, it is an everyday reality for Total's 100,000 employees.”
The company has launched a mini-site to introduced the new corporate advertising campaign and explains the new signature and campaign as the following:
“The new signature expresses our ambitious vision of being the company whose actions inspire confidence in a responsible energy future. It moves us beyond the idea of “more”, which we are rightly expected to deliver to meet the world's ever-growing energy needs. By positioning ourselves in the “Better” semiotic, we are addressing the aspirations of our stakeholders, who expect us to constantly improve the way we do our jobs and nurture our relationships.”
“‘Committed’ affirms the dedication of all of our 100,000 employees to making this vision a reality. They are the force driving the continuous improvement that is enabling us to steadily progress towards “Better Energy”, with all that entails: improved safety, enhanced quality, more innovation, wider accessibility and more extensive dialogue. By embedding ‘COMMITTED TO BETTER ENERGY’ in our brand promise, we have set our course on a sustainable future and provided a framework for everything we do.”
The campaign is supported by the mini-site, a 90-sec, 60-sec and 30-sec TV campaign, a digital campaign, a print campaign made by photographer Michael Warren and will be deployed in six waves lasting six weeks each from the 2nd October. Advertising will be displayed in 15 airports, 230 publications and 80 TV channels worldwide and is expected to reach more than 450 million people with the digital campaign gaining 1 billion impressions.
Publicis Groupe’s Marcel Agency headed up the campaign.
Total's Senior Vice President, Corporate Communications, Jacques-Emmanuel Saulnier answered some questions in a company-released interview. Below is an excerpt.
Q: Why is Total launching a new advertising campaign?
Saulnier: Total is a leading global energy company, but it is not a leading energy brand. The name suffers from a significant lack of recognition in a number of countries that are critical to the development of Total's current and future operations. That's why Total has decided to invest over the long term to develop its brand awareness and create a more powerful brand that can support our businesses more effectively.
Q: What is the meaning behind the new baseline?
Saulnier: First, it describes who we are: a major player in energy, with oil, natural gas and solar power. Second, it expresses our objective: to be the Company whose actions inspire confidence in a responsible energy future. The word “Committed” is used to emphasize that all of Total's team members are engaged and involved in this approach. The word “Better” expresses a focus on continuous improvement that is very important to us. Every day, we work hard to make energy safer, more accessible, more efficient, more innovative – in a nutshell, “Better”.
Q: Is this a brand baseline or a campaign baseline?
Saulnier: “Committed to Better Energy” is the brand baseline. We've been using it since early 2014, well before the creation of today's television, print and web campaign. That said, the campaign was entirely designed to illustrate and present the message contained in the brand baseline.
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Director of International Business