Gideon Spanier
Jan 25, 2018

JWT and MediaCom on alert as Shell calls global creative and media review

Shell, which has reportedly appointed R3 to handle the process, spends an estimated $200 million on marketing annually.

JWT and MediaCom on alert as Shell calls global creative and media review

Shell has launched a global review of its long-standing creative and media agency arrangements with WPP's J Walter Thompson and MediaCom, respectively.

Shell, which has reportedly appointed R3 to handle the process, spends an estimated $200 million on marketing annually.

The Anglo-Dutch energy company has worked with JWT since 1997, following a pitch against Shell’s other roster agencies at the time, Publicis and Ogilvy & Mather.

It first appointed MediaCom in 2001, ending a five-year relationship with CIA, shortly before CIA was merged to create MEC (now Wavemaker).

In a statement, the incumbent creative agency said: "J Walter Thompson/WPP is proud of the innovative and award-winning work we have created with Shell over the past 20 years. We see this review as an opportunity to enhance our relationship and look forward to participating."

In recent years, Shell has shifted its marketing to proving its renewable energy credentials, and focusing on growing brand awareness among younger consumers.

Last month, the brand launched the latest phase of its "#makethefuture" campaign in the form of a music video featuring five pop stars to represent clean energy initiatives.

Neither Shell nor MediaCom were willing to provide a comment.

Source:
Campaign UK

Related Articles

Just Published

9 hours ago

Mindshare adds dedicated China leadership

EXCLUSIVE: APAC CEO Amrita Randhawa has relinquished her China responsibilities to two new leaders, Benjamin Condit and Linda Lin.

9 hours ago

Pinterest unveils new tools and insights for marketers

Major takeaways from the platform’s first global advertiser summit.

9 hours ago

Crash Course: How to develop a content strategy

You know content should be a key part of your overall brand strategy, but where do you start? This course explains the key steps you should take to ensure an effective content journey.

10 hours ago

The unlimited potential of live storytelling in ...

Brands like Standard Chartered, Uber Eats and Mastercard achieve impact by marrying human emotions with the unpredictability and excitement of live sports.