NEWS: M&C Saatchi scoops card launch for Shell

M&C Saatchi has muscled its way on to the Shell roster with a multi million pound assignment to launch a smart card being planned by a consortium led by the petrol giant.

M&C Saatchi has muscled its way on to the Shell roster with a multi

million pound assignment to launch a smart card being planned by a

consortium led by the petrol giant.



The invitation to join Ogilvy and Mather on the company’s agency list

follows six months of covert work by M&C Saatchi on strategic projects,

including the smart card.



During that time, Maurice Saatchi and Nick Hurrell, the agency’s joint

managing director, have made presentations to Shell chiefs as well as

the consortium’s prospective partners.



The agency is currently working on advertising ideas for a major

campaign, which will run once Shell has signed the partners with which

it will work. Final ad budgets will be agreed once the consortium has

been assembled.



Hurrell said: ‘We can’t say exactly when the advertising will begin, but

our recommendation is that it should be sooner rather than later, so

that the consortium can capitalise on its advantage in a loyalty market

that is becoming more congested by the day.’



The new card builds on the technology already developed for Shell UK’s

existing Smart card. The company claims the card has protected it during

the recent vicious forecourt price wars while increasing loyalty and

boosting the spending of customers.



Shell has been talking to a range of companies from airlines and holiday

operators to banks, telecommunications groups, and high street retailers

about joining it in the consortium.



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