The company is understood to be asking agencies to provide evidence of experience in turning around corporate reputations. This has long been an area of concern for the global energy giant.
The winning agency will also be briefed to help establish an identity for the new company, Royal Dutch Shell, which was formed in July 2005.
This came after a merger between Royal Dutch and Shell Transport.
The brief, which was issued by Shell's web communications division in The Hague, also involves development of content strategy and editorial for the website, as well as online branding.
Shell's most recent UK corporate ad campaign ran in 2001. JWT created a series of TV ads that highlighted the way the company provides energy while remaining sensitive to cultural and environmental issues.