The network pitched against four undisclosed agencies for the brief through its London office, rmg:blackcat. The network is aligned with J Walter Thompson, which handles Shell's above-the-line account.
The brief includes design and development of off- and online campaigns to support the programme, which is available in Shell's 14,000 petrol stations and convenience stores across 16 markets in Europe. In the UK, it is known as Shell PlusPoints.
Of rmg:connect's 21 European offices, six are already working on Shell projects at a local level.
Nelly Andersen, the chief executive officer, EMEA, for rmg:connect, said: "This pan-European project will enable rmg:connect to offer Shell better integration, greater brand consistency and efficiencies across the region."
Rmg:blackcat recently announced the appointment of a former Claydon Heeley Jones Mason managing director, Jonathan Harman, as its new chief executive. Harman joins in the autumn.
The agency was created in January out of the merger between WPP's RMG network and Black Cat, which JWT bought in January 2001. The merger led to the departure of the Black Cat founders: the managing directors, Stephen Callander and Diana Tombs, and the commercial director, Charles Lauber.
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