The pair were picked from a shortlist of three agencies. The Singapore offices of the two shops will oversee the strategy and executions of Shell's loyalty programmes in Singapore, Malaysia, Hong Kong and the Philippines.
Shell's direct marketing manager Jeremy Khoo said: "The Cordiant companies have the expertise and experience in loyalty marketing. They were given the brief with a few issues and they came back with specific recommendations with integrated ideas, not only on direct marketing but all the touch points."
The agencies have begun work on a direct mail campaign for the members of its loyalty programme in the key Asian markets. The campaign targets all segments of Shell's customer base, with objectives to encourage regular customers to stay with the company as well as turn less regular customers and non-users into regular Shell customers. Shell also uses its creative agency J Walter Thompson's DM arm Thompson Direct, for other direct marketing projects. Its media agency is Maximize.