Vehicle servicing is under increased competitive and financial pressure and the relevance of oil is declining in most markets. A fundamental change was needed to reinvent the experience and create new brand value.


Working with a multi-business team all the way from foresight through to delivery, challenging assumptions, identifying opportunities, building the business model and creating the global value proposition for a game-changing product and service innovation.


  • Launch of Nexcel, a revolution in oil change that is cleaner, greener and faster.
  • Development of cross-industry partnerships to revolutionise the car servicing experience.
  • Positioning of Castrol as a value creating innovation leader in its sector.

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