Shell's head of corporate identity, Tom Kearney, picked the consultancy, which launched two weeks ago. He wants to ensure Shell's agencies, which include J. Walter Thompson, Proximity, Media- Com, Fishburn Hedges and John Williams Associates, work more cohesively on its global strategy.
Kearney said: "MPH will act as a consigliere on this project. We are looking to help our agencies develop a single 'all channel-embracing' international communications programme."
The brief is to expand Shell's "profits and principles" campaign of last year, which aims to increase people's preference to do business with the petro-chemical giant. The second tranche of the campaign will break in January 2004.
The founding partner Alfredo Marcantonio said: "Our work for Shell will allow us to show MPH's ability to stretch a campaign idea and work across different media. I will help all the agencies work to a common goal within their individual disciplines and also fill the gap between those disciplines."
MPH was launched to give clients the opportunity to get objective advice on advertising campaigns, and smooth over disagreements over creative or media strategy.
Shell's manager of corporate identity, Judy Everett, said: "Hiring MPH doesn't mean that the company is unhappy with JWT. Rather, the company is looking to MPH as an independent source of counsel."