Mediacom has won the prized £112m global planning and buying
account for Shell - the agency's second big win in a week, following its
victory in the £20m Egg pitch.
Shell invited six agencies to pitch for the business in June in a bid to
consolidate its advertising activity into one network.
The Anglo-Dutch oil giant had already centralised its creative account
into J Walter Thompson as part of the process.
Mediacom, Initiative Media, Carat, The Media Edge, OMD and UK incumbent
CIA were involved in the initial pitch.
In August CIA, which had handled the business for five years, was
dropped from the list, and a shortlist of Initiative, The Media Edge and
Mediacom was drawn up.
Mediacom will handle the £55m European media task and £14m
global corporate account from January.
The rest of the media account - which covers the US, Canada, South
Africa and South America - will be taken over by the agency by May,
following a consultation process.
WPP spin-off agency Media Insight is the incumbent on the business
outside of Europe.
Shell's vice-president of global brand communications, Raoul Pinnell,
ran the pitch team, which included senior Shell marketers and external
media consultants, out of the company's London headquarters. Mediacom
chief executive Stephen Allan led the agency team.
Allan said: "The pitch process was thorough and we showed that Mediacom
has a truly global network."
- Story, page 15.