Lurene Joseph is determined that Shell should get closer to its
customers. As the oil giant’s UK brand and communications manager, she
is behind Shell’s latest drive to make its brand more relevant.
J. Walter Thompson’s new ads for Shell’s Select convenience stores aim
to do just that. The integrated campaign, which spans TV, radio and
direct mail, introduces two bungling detectives, Beck and Walker, whose
surveillance work brings them into regular contact with Select at all
times of day and night, thus demonstrating the wide range of products
and services available in the stores (Campaign, 17 October). The
campaign is JWT’s first work since its appointment as Shell’s global
agency nine months ago.
Joseph explains: ’There has been a step-change at Shell. We are now
recognising that we need to tell people about what we are doing. We do
fall down sometimes in telling people how good we are.’
Joseph started out as a banker, a career she ultimately decided was
So ten years ago she completed an MBA and joined UMIST as a financial
marketing research fellow, advising TSB on its target marketing.
She joined Shell in 1995. Since then she has helped reorganise its
retail arm, and worked on a project communicating to staff the
importance of becoming ambassadors for the brand. This has meant
canvassing opinions from a wide range of Shell employees from senior
managers to those on the forecourt, mailing more than 10,000 videos to
staff, and building a Select store within Shell-Mex House to emphasise
the importance of service.
Joseph says: ’We are baring our soul to our sales assistants to ensure
we put customers at the heart of what we do.’
In her spare time, Joseph indulges a passion for motorbikes and recently
rode Route 66 on a Harley-Davidson. But she gets her main kicks from her
job: ’There has been so much change at Shell,’ she enthuses. ’It’s been
great fun making the Select campaign and we have set ourselves some very