Arco Awards Work to Direct Partners

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Arco Products Co., the retail group of the oil company Atlantic Richfield Co., Los Angeles, has selected Direct Partners, Santa Monica, CA, as its direct marketing agency.

The company owns and franchises Arco gas stations, AM/PM convenience stores and SmogPros emissions check facilities. It has outlined a rebranding and direct marketing campaign for SmogPros, traffic building to the stations and stores, and loyalty programs that drive gasoline sales as the agency's chief responsibilities.

Initial plans include incorporating radio, direct mail, outdoor advertising, interactive and point-of-sale materials into a marketing campaign.

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