Shell has appointed global B2B agency Gyro International with a brief to secure it a bigger share of the lucrative fuel card market, which analysts Datamonitor estimated to be worth â¬56 billion in 2004.
Gyro won the account in July following a competitive pitch, and the first campaign is expected to be unveiled in September. The win represents a strengthening of ties between Shell and Gyro, who won the oil giant’s retail marketing earlier in the year.
Shell CRT (commercial road transport) says the focus of the forthcoming global integrated campaign will be on both client acquisition and loyalty, targeting haulage companies operating vehicles of over 3.5 tones. The oil company claims to have identified a number of substantial growth opportunities within the industry, including investment renewable energies and new markets.
Alex Brown, CRT global brand & communications manager at Shell, comments, “We are confident Gyro will deliver both on strategic direction for our communications approach, but also on excellence in creative implementation to ensure brand consistency and ultimately brand preference across our key markets globally.”
Shell’s fuel card product enables tighter control of corporate buying activities and online management of transactional information, which in turn helps drive down cost and reduce fraud.
Datamonitor’s most recent report on the sector, published in 2006 and entitled âCommercial fuel cards in Europe: obstacles and opportunities’, described it as having “significant untapped potential”.
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