Shell renews faith in Prism for Ferrari contract

LONDON - WPP Group's sponsorship arm Prism has won a competitive pitch for Shell Brands International to handle global PR for its relationship with the Ferrari Formula 1 team for the next three years.

Prism, a Shell agency partner since 2000, will continue its collaboration through to 2008 after winning a competitive repitch against other leading agencies including Octagon and KHP.

It is understood that five agencies pitched for the Shell Ferrari business in all.

Cliff Peters, Prism chief executive Europe and leader of the Shell account, said: "This is an important win for Prism, which continues to demonstrate our leadership position in Formula 1."

"The bottom line for Shell is results, and Prism has delivered better results each and every year for Shell. Our work has demonstrated Shell's deep technical involvement with Ferrari, clearly positioning Shell as the leading fuel and lubricants company in the sport and beyond."

Prism has helped Shell distinguish itself for its technical prowess and contributions to Ferrari, in motorsport and in road cars -- a relationship that extends far beyond a typical sponsorship.

Prism introduced Shell track laboratories to Formula 1 as a focal point for journalists to meet on track and get a better understanding of various Shell fuels and oils.

The company also educated drivers about Shell, which resulted in positive mentions of the brand. Inaddition it helped organise the Shell eco-marathon, a competition to find the most fuel efficient car.

Prism will manage the global account from its Formula 1 centre in Guildford, Surrey.

As Ferrari's technical partner, Shell develops and supplies fuel and oils to the F1 team. Shell has been Ferrari's technical partner since the 1950s.

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