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Marketing Optimization

Tomorrow People delivers multi-media, multi-channel, international marketing optimization for Castrol. Learn how we created a range of web, video, and interactive media assets to help Castrol power faster market share growth.



Castrol is a global leader in the supply of oils, fluids and lubricants for a huge range of industries. With the constant development of new products, an enhanced focus on sustainability, and the ever-changing evolution of industrial operations, Castrol needs to demonstrate its ongoing relevance and commitment to supporting operational excellence.




Over the years, we have built an impressive portfolio of marketing materials for Castrol. These assets reflect the variety of capabilities within Tomorrow People, incorporating web content and design, video, interactive online magazines, online tools, and content strategy and production. This work also spans the globe, from North America to China (and even Mars!)




Our video portfolio for Castrol encompasses a great range of subject matters. A perfect example is the video we shot at the Renault Formula 1 factory in Valladolid, Spain, which highlighted how the giant plant saves 1 million liters of water per year with Castrol. We have also created a series of videos showcasing branded workshops across Europe, as well as interviewing members of the Castrol team to add a personal touch to the enterprise.

Thought leadership

Maintaining a position of thought leader is critical for Castrol’s ongoing success. We wrote and designed thought leadership white papers for the North American, European and Chinese markets. These were followed by a comprehensive regional marketer’s playbook, discussing success strategies for Castrol’s Industrial B2B marketers worldwide.

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Content Strategy

Tomorrow People is heavily involved in long-term content strategy as well as the production of marketing assets. We developed the Fluid Thinking strategy for the Oil & Gas market, proposing a range of content, events, and webinars to bring operators, OEMs and suppliers closer together to find mutually beneficial gains. We have also written and designed positioning playbooks and case studies to support content strategies.

The results

Castrol can now demonstrate thought leadership, go to market with new products, increase brand awareness, and empower internal colleagues to help grow brand presence around the world. Thanks to Tomorrow People, Castrol can deliver this wide variety of comms across a range of media and channels to an incredibly broad audience, helping to fuel continued growth and keep the brand top of mind at all times.

Who worked on the Castrol account?

Alistair Norman, Managing Director


Steven Walls, Creative Director


Jamie Dodd, Account Director


Ben Stack, Head of Editorial


James Fortier, B2B Content Strategist


Mandeep Seehra-Caun, Senior Designer


Louise Stanier, Graphic Designer