Following a competitive pitch, 141 Sercon has won the below-the-line mandate for Shell’s retail business in India. It’s a comprehensive win for 141 Worldwide, which will handle Shell’s entire BTL communications across Asia Pacific. Shell is a dominant player in the APAC region, and the size of the business is substantial, according to industry estimates. The agency will commence its regional assignment with Shell from October 1, 2007.
The development was confirmed by Vijay Singh, Managing Director, 141 Sercon. He said, “We are excited to be able to leverage our BTL focused strategic planning and creative expertise with our activation depth for an iconic brand like Shell in India.”
The agency was chosen on the basis of its activation expertise, creative excellence and network strength. 141 Worldwide is expected to bring new ideas and greater accountability in Shell’s BTL communications and complement Team Shell that includes existing Shell agency partners – JWT (ATL), GroupM’s Team Media for Shell (Media), and Edelman (PR).
This win is 141 Worldwide’s largest activation win of 2007. Digby Richards, Chief Operations Officer (Asia Pacific) of BatesAsia141, said, “It is fantastic that a company of Shell’s standing and success recognizes 141’s activation abilities and shares our focus on the importance of creating compelling and motivating brand experiences in the last mile of communications. We look forward to being a part of Team Shell.”
Sercon and 141 Worldwide were merged recently and is now known as 141Sercon in India.