As the pandemic continues to impact marketing plans, a panel of CMOs advise that marketers should focus on story doing over storytelling and empower local markets to devise their own impactful campaigns.
Fuel giant claimed in ad that customers could 'drive carbon neutral' if they shopped at Shell.
The global review kicked off in January for creative and media.
Shell Helix brought filmmaker Lu Chuan back to this remote region in a cinematic brand activation.
Shell, which has reportedly appointed R3 to handle the process, spends an estimated $200 million on marketing annually.
Brands have to learn the consumer is in the driving seat if they want to build an authentic relationship, according to a panel discussion at Wednesday's Top 1000 Brands Breakfast Briefing in Singapore.
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