MediaCom retains global Shell account

By AdNews | 3 August 2018

MediaCom has been handed the global media account of oil and gas giant Shell following a global review.

The roster includes creative agencies Doremus, Edelman, Geometry, H+K Strategies, Mirum, VCCP, VCCP Retail and Wunderman.

The roster has been tasked with enhancing the the global brand and marketing voice under the project name, ‘Agency of the Future’.

“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," Shell global head of downstream marketing communications Carolyn McKeever says.

"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.”

Chris Hayek, global head of media, adds: “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.”

JWT will continue to handle the master brand communications for Shell, which was not under review.

The global account is estimated to be worth AU$250 million in annual billings and has been with WPP for the past 20 years. Some of its more famous recent campaigns include the Shell 'Shapeshifter' and #MakeTheFuture.

In Australia, the account is estimated to be around $3.5 million in annual billings.

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