Shell’s Retail and Global Commercial (Lubricants) divisions have appointed eight agencies to its roster.
The appointments are an attempt to ‘strengthen its specialist agency muscles in B2B’ according to the company, designating B2B agency Doremus, part of Omnicom, to cover this area. It is also a way to realign towards earned and digital marketing, with MediaCom handling global media planning and buying.
The eight agencies are Doremus, Edelman, Geometry, H+K Strategies, Mirum, VCCP, VCCP Retail and Wunderman. The move reflects the oil and gas company’s efforts to modernise its marketing model and integrate communications across disciplines, according to Chris Hayek, global head of media at the company.
Digital is the new normal
Carolyn McKeever, global head of downstream marketing communications, said Shell’s agency project for downstream revealed three key things: “Sharing our business ambitions, not micro-communications objectives, resulted in a step-change 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.”
The supermajor recently announced it became a founding sponsor of the Museum of Brands in London. In February the firm launched a 12-month social media-led campaign to redress the gender balance in the engineering and technology industries.
