"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. 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."
"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. MediaCom shares our ambition to continually improve the way we use media. Together, we will improve the effectiveness of Shell's media spend across the globe."
Shell confirmed a new global agency roster for Shell Retail and Shell Global Commercial (Lubricants), including Doremus, Edelman, Geometry, H+K Strategies, Mirum, VCCP, VCCP Retail and Wunderman. MediaCom was appointed as the global media planning and buying partner. The roster will operate from 1 September under the project name 'Agency of the Future' to enhance the global brand and marketing voice. Priorities include sharing business ambitions rather than micro communications objectives, making digital the default, shifting toward earned media, and strengthening specialist B2B, shopper and trade capabilities. JWT will continue handling master brand communications. Jason Warnes was appointed WPP's global client lead for Shell.
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