WAYNE, NJ: Admitting its in-house PR efforts have been ineffective, Castrol North America has hired Alan Taylor Communications as its first-ever full-time PR agency.
Castrol director of marketing Paul Waterman conceded the company's communications department had not got the job done. 'In retrospect, there are some things we might have done differently,' he said. 'With the marketplace as competitive as it is, we thought it was time to pay more attention to our public profile.'
The oil-product giant chose New ...