ExxonMobil was once the world’s largest grossing company. It’s still way up there. In early 2012 they started running K-12 education advertising. A cause marketing effort. The ads were pushing STEM (science, technology, engineering and math), which one might explain as a recruitment effort as ExxonMobil was looking toward the future — reinventing the energy business. But I think is was more post BP Gulf oil spill driven — an attempt to deflect negative oil company press. (I was working in the education space at the time and paying attention.)
Frankly, I’m not sure what ExxonMobil is doing with their advertising these days but at least some of the latest ads involve energy, or what I call an “endemic category message.” The new ads promote an energy quiz and use the line “Energy Lives Here.” They have a really smart planner at BBDO working on the business (or they did as of a couple months ago) so I wonder what the problem is? BP’s licking its wounds and rear-view mirror planning; that’s to be expected. But ExxonMobil? Just not sure. They have a good agency and plenty of money so I expect they’ll find their way at some point. Peace.