The account covers 10 markets - Singapore, Malaysia, Australia, New Zealand, the Philippines, Hong Kong, Thailand, Pakistan, India and Indonesia.
Bates completes a Shell agency roster that also includes above-the-line partner JWT, GroupM’s Team Shell and public relations agency Edelman.
According to a Shell spokesperson, the consolidation of the business comes as the oil giant aims for greater accountability across its BTL activities.
“We want our customers to know that Shell is a leading provider of fuels today and they can buy with the confidence that we have more than 100 years of experience in developing innovative quality fuels and bringing them to market,” he said.
The account will be headed by 141 Worldwide senior account director Daniel Fang, and marks the agency’s largest activation win since part of its business was hived off to integrate into Ogilvy Action (Media, 11 January).
Shell also plans to rebrand a substantial number of petrol stations in Malaysia. The company remains the largest single brand retail network in the fuel sector, with 46,000 service stations spanning more than 90 countries.
