Shell Retail and Shell Global Commercial (Lubricants) can confirm we have appointed eight marketing communications agencies to our best-in-class agency roster and appointed MediaCom to handle global media planning and buying.
The successful agencies are Doremus, Edelman, Geometry, H+K Strategies, Mirum, VCCP, VCCP Retail and Wunderman. The best-in-class roster will provide enhanced choice for our brand and marketing teams both globally and locally. The new roster will formally commence on 1 September 2018.
Carolyn McKeever, Global Head of Downstream Marketing Communications said: “Project ‘Agency of the Future’ has actually revealed an ‘Approach of the Future’ for Downstream. Three key things; sharing our business ambitions, not micro communications objectives, resulted in a step changed response at RFP, digital is the new normal and finally the review demonstrated that we can no longer spend our way into our customer’s hearts and minds, we must earn our place. As well as realigning towards earned and digital first, we were determined to strengthen our specialist agency muscles in B2B, shopper and trade which Doremus, VCCP Retail and Geometry more than cover off.”
Commenting on the separate tender for media planning and buying Chris Hayek, Global Head of Media, said: “The selection of MediaCom reflects Shell’s ongoing efforts to modernise our marketing model and integrate communications across disciplines. This builds on our long-term partnership with MediaCom and sets industry-leading standards for audience planning and accountability of media-buying practices. MediaCom shares our ambition to continually improve the way we use media. Together, we will improve the effectiveness of Shell’s media spend across the globe.”
Adrian Coleman, Group CEO of VCCP said; “Shell is a universally recognisable brand and this win signifies the breadth and depth of our global capabilities. We can’t wait to start working with the team to make a positive impact on their business.”
Julian Douglas, Vice Chairman of VCCP said; “Shell as an energy company is at the frontier of the Energy transition. As the challenger agency, VCCP can’t wait to join them on their journey.”