Shell revamps agency roster: JWT will split creative with Wunderman, Dentsu and others

The move makes Shell’s marketing and buying functions being split between four networks and eight agencies

e4m by exchange4media Staff
Updated: Jul 19, 2018 8:59 AM

The global group of energy and petrochemical companies, Shell, has significantly changed its agency roster with incumbent J Walter Thompson London. The energy firm has split the company's creative business with Wunderman, Geometry Global, VCCP, Dentsu and a host of other agencies, according to media reports. MediaCom, owned by WPP, is set to hold on to the global media account, with Dentsu's Carat also believed to be in the running.

This move takes the brand's marketing and buying functions from being looked after by just one holding group to being split between four networks and eight agencies. Shell is thought to spend around $200m on marketing each year, they started reviewing their global media and creative accounts at the start of 2018. Shell appointed R3 to handle the entire process.

JWT held both the retail and corporate advertising business for 21 years. However, the larger retail business went under review, and JWT lost in the repitch and it will now be split between VCCP and a Dentsu creative agency. According to industry sources, Wundeman and Mirum will also work across Shell's ad account, along with Geometry Global (shopper marketing), Edelman (PR) and Hill + Knowlton (PR and brand strategy). Omnicom’s Doremus is reported to have been appointed as the brand's agency for B2B creative services.

MediaCom had invested heavily to accommodate Shell; 13 years ago it pooled resources into a 'Team Media for Shell' designed to handle planning and buying for the firm's global retail business as well as its corporate and recruitment advertising.

Neither Shell nor any of the agencies involved commented on the matter. It is understood that many of the agencies were still in the process of being informed.

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