New marketing and lead generation will grow Phillips 66 retail customers.
HOUSTON (May 14, 2019) –Phillips 66, a diversified energy manufacturing and logistics company, has named global marketing agency 9thWonder its agency of record for business-to-business marketing. 9thWonder will lead a comprehensive expansion program to solicit owners and operators of non-Phillips-branded gas stations that meet the company’s standards for site quality and fuel capacity. The program will include strategy, planning, creative, media planning and buying, database management and digital integration.
“We’re committed to expanding our technologies and services to a wider universe of customers,” said Jennifer Lange, Director of Strategic Communications and Change Management at Phillips 66. “That’s an intricate challenge mixing business strategy, customer analytics and marketing delivery. We need an agency that can help us innovate as well as communicate. 9thWonder understands our complex ecosystem and has experience creating 360-degree business solutions, not just marketing solutions, nimbly and at scale.”
Phillips 66 has a long history of service innovation for oil and gas retailers. For example, the company introduced Mobile Pay at the pump via cellular authorization, which dramatically increased convenience and has become an industry standard. The company intends to keep building on that legacy.
9thWonder formed in October 2018 and the agency’s 250 people collaborate across seven global offices and unify specialties (e.g., product strategy, CRM, creative) to create complete marketing programs capable of changing a client’s market position.
“Phillips 66 pushes the industry to go beyond the status quo and raise the standard of service,” said Josh Okun, Partner and Managing Director of 9thWonder/Houston. “We look forward to doing the same with its B2B marketing — continuing to innovate, while maintaining the highest levels of service and dedication.”
9thWonder already supports Phillips 66 Aviation, a major supplier of aviation fuel, as agency of record – a relationship which began in 2007.
“Our goal with Phillips 66 is not solely to boost the customer count, it is to help bring the business to a higher ground in all the aspects of service so that customers’ businesses run more efficiently,” said Jose Lozano, CEO of 9thWonder. “That is a taller order with a longer vision than agencies typically pursue. We built 9thWonder to tackle that challenge because that in today’s ever-changing environment, the unmatched service and continued innovation are what set client businesses apart from the rest.”
About Phillips 66
Phillips 66 is a diversified energy manufacturing and logistics company. With a portfolio of Midstream, Chemicals, Refining, and Marketing and Specialties businesses, the company processes, transports, stores and markets fuels and products globally. Phillips 66 Partners, the company’s master limited partnership, is integral to the portfolio. Headquartered in Houston, the company has 14,200 employees committed to safety and operating excellence. Phillips 66 had $54 billion of assets as of Dec. 31, 2018. For more information, visit http://www.phillips66.com/ or follow us on Twitter @Phillips66Co.
Named for the amazing difference everyday products make, 9thWonder brings big brand experience to the companies that other agencies take for granted.
Agency’s multi-service model was designed according to extensive research with CMOs.
HOUSTON, Oct. 17, 2018 — 9thWonder has launched as a marketing, media and creative content agency dedicated to everyday products and services most agencies don’t covet. With seven offices, more than 250 people, more than 100 clients, and a team of award-winning practitioners, the new agency targets two service gaps in the marketing world – a neglected majority of everyday products and marketers’ unfilled need for independent agencies with reach and scale.
“The 9thWonder is those essential products and services that make our lives amazing and connect our world – things like rice, mattresses, electricity, healthcare, vitamins, and much more,” said Jose Lozano, CEO of 9thWonder. “Our name refers to the ideal we can achieve with clients – making their everyday product or service the best of its class by inspiring people to embrace the wonder of what it does for them. There’s no one championing them. In fact, most agencies run from them because they don’t have celebrity status and they need more complex business solutions.”
9thWonder is the culmination of a long-term development effort Lozano began three years ago as CEO of The Company agency, when he commissioned quantitative and qualitative research with dozens of CMOs on exactly what they wanted from an agency partner. To a person, they said they wanted the energy, flexibility and speed of independent agencies, but they needed reach and scale with one responsible party.
So, Lozano curated top indie talent by acquiring agencies with complementary specialties – digital, social, media and creative. Each agency became a partner in The Company collective, operating independently while collaborating with and owning a piece of the other partners. After acquiring creative agency Phelps in April, Lozano beefed up business development to sell the collective explicitly. But while CMOs conducting significant agency searches loved the people and ideas, they couldn’t fathom hiring multiple shops.
“We immediately realized we needed an agency with one name, one vision, one purpose and one team,” said Lozano. “We needed to make it real.”
The result is a multi-national agency with many specialties that can think and mobilize like a small independent. 9thWonder emphasizes multi-service, on the recognition that full-service midsize agencies aren’t a viable solution for most CMOs because procurement demands the use of multiple vendors. Financially, 9thWonder operates as a partnership, with each partner owning shares in the agency. Each 9thWonder office will feature account, strategy and creative along with one or two specialties, and the agency will draw from across them all on every account.
“We’re structured to support the modern CMO’s needs. And that’s not always everything under one roof,” said Tony Stern, partner and global creative lead at 9thWonder. “We’ve made it easy to use some of us or all of us. Regardless of the assignment, we will always bring our entire team of specialists into the conversation, so we can understand the business problem from all sides and how communication will be absorbed through all channels. There’s one hardened rule: Nobody gets to touch a client until they fully understand how that company makes money and what daily business challenges they face, and they fully believe in the fundamental value of the product.”
9thWonder brings together a team of accomplished professionals. For example, Stern has won a myriad of One Show, Clio, Andy, Effie and Communication Arts awards, and led content initiatives for the likes of Apple, Google, and nearly every car account imaginable. Similarly, Lisa DePoy, 9thWonder partner and global strategy lead, has led marketing client-side for such companies as JCPenney and Brinker International
“Everyday brands require a deeper level of strategy,” said DePoy. “Big celebrity brands build off their brand awareness and tweak to the insights and trends. However, most brands, the ones that make our everyday lives work and flourish, require a multitude of insights – not just from trends and culture, but from their businesses, industry challenges, consumer behavior and connections – to uncover the wonder of the product.”
Already, several former clients of The Company, including Direct Energy, Phillips 66 and Riviana Foods, have made increased commitments to 9thWonder.
“As one agency with a single point of view and management structure, 9thWonder can do things for us that a collective can’t,” said David Kozak, vice president of marketing at Direct Energy. “We’ll get more direct access to a wider range of top talent, because offices won’t be serving their own P&Ls first. We expect that to give us smarter approaches faster.”
9thWonder is an independent marketing agency built for business impact. The agency brings together diverse thinkers and specialties from across seven offices (Houston, Dallas, Denver, Los Angeles, New York, Buenos Aires, Argentina and Nha Trang, Vietnam) to identify hidden opportunities, generate marketplace results and develop lasting advantages for clients such as Public Storage, Cox Enterprises, Natrol, Phillips 66 and Stage Stores. 9thWonder was founded in 2018 when agency entrepreneur Jose Lozano formalized a collective of successful independent agencies as one integrated enterprise.