CLIENT OF THE WEEK: Shell star puts customer first - The Select campaign is a step-change for the brand. Harriet Green investigates

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.

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

’boring’.



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

ambitious targets.’