Arco Awards Advertising Contract to L.A. Agency

After a six-week review of agencies vying for a piece of its multimillion-dollar advertising business, Los Angeles-based Atlantic Richfield Co. has awarded the prize to Kresser, Craig/Dik of Los Angeles.

It was only the third time since 1970 that Arco has switched its advertising agency, said Edward G. Reilly, Arco senior vice president of marketing.

Officials of Kresser, Craig/Dik, the smallest of the five advertising agencies competing for Arco’s estimated $10-million advertising account, were jubilant about the decision. Arco will become the largest client of the 45-person agency, which had revenue of about $25 million last year.

“It was truly a David versus Goliath situation,” said Bob Kresser, chairman of the agency. “We were by far the smallest agency, and we didn’t have the reputation of the other firms.”

But Arco officials said Kresser’s advertising plans were more agreeable than those of the other four agencies, which included Arco’s current agency, New York-based Foote, Cone & Belding.

“All five were outstanding, but we thought that their (Kresser’s) presentation was more in line with what we wanted,” said Reilly.

Reilly would not disclose what kind of creative input and advertising campaigns Arco was seeking but said that “there won’t be any major change in our advertising program.”

Officials of Foote, Cone & Belding could not be reached for comment late Friday.