Mediacom captures £112m Shell account

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.