CIA on alert as Shell calls pounds 15m pitch for Euro media account

Shell is reviewing its pounds 15 million pan-European media planning and buying account, held by CIA.

Shell is reviewing its pounds 15 million pan-European media planning and buying account, held by CIA.

The agency has had the business since March 1996. At the time of CIA's appointment, Shell spent pounds 36 million but has since cut its media spend.

In the UK, CIA handles media planning and buying for Shell's fuels, product range and Select shops as well as its corporate activity.

J. Walter Thompson was appointed to the Shell European creative account soon after CIA as part of a bid by Shell to produce greater consistency and cost savings across markets. The creative account is not being reviewed.

JWT launched its first ads for Shell in 1997 to build the popularity of the Select forecourt shops. Advertising since has been sporadic and UK spend is around pounds 1.5 million.

Shell has started to talk to other agencies about the media account, but it is not known if it has drawn up a pitchlist. Louise Duterloo, Shell's global advertising manager, was unavailable for comment as Campaign went to press.


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