Leading lubricant maker Castrol has recruited LMCA – which, according to its website, seeks to use licensing to build long-term relevance for brands – to run its new strategic licensing programme.
From its North American headquarters and worldwide offices, LMCA will now be tasked with supporting the global branding strategy of Castrol, with the programme expected to emphasise and enhance Castrol’s image as a leading provider of automotive maintenance solutions while stressing the brand’s focus on emerging technologies like renewable energy solutions and future mobility needs.
Castrol’s Marketing Director for the Electric Vehicle & Growth Unit, Sumeet Wadhwa, said that the new programme demonstrated the lubricant company’s dedication to:
“Furthering our global brand strategy, deepening relationships with our consumers and fans, and building our brand value through relevant extensions. We look forward to developing a robust brand licensing programme with LMCA that optimises the brand potential and offers new and innovative product and service solutions for our Castrol customers.”
LMCA’s President and CEO, Ciarán Coyle, expressed his company’s excitement at being selected to work with the Castrol brand, pointing out that there was vast potential that could be unlocked. He also pointed to the brand’s rich history for innovating and delivering high-performance products and services.
With it now being the global agency for Castrol, LMCA will focus on growing the brand’s licensed offerings, whether it be through independent workshops, retail or business-to-business routes. This will further the brand presence of Castrol by creating new experiences for customers, thus supporting the brand’s core business.