Shell has consolidated its $163 million global media
planning and buying account into MediaCom.
MediaCom will handle the $80 million media account across Europe
and work on Shell's $20 million worldwide corporate account from
January 2002, according to Raoul Pinnell, Shell's vice-president of
global brand communications. CIA has handled European media since
Pinnell said: "MediaCom's proposals are most likely to meet our needs on
a global basis." He added that Shell will work with local
representatives from MediaCom's global network to clarify the details of
their proposals for the $63 million media business in markets
outside Europe by May 2002.
This will include major markets such as the US, Canada, South Africa and
Media Insight and J. Walter Thompson, both part of the WPP group, were
the agencies previously incumbent on Shell's media outside Europe.
MediaCom triumphed in a two-stage pitch that kicked off six months ago
as part of the oil giant's worldwide realignment of its agency
Pinnell confirmed that six agencies were shortlisted for the first stage
- MediaCom, CIA, Initiative Media, Carat, Media Edge and OMD. Three then
went on to the second stage - MediaCom, Initiative and Media Edge.
Pinnell chaired the pitch panel, which included senior Shell marketers,
representatives from the purchasing department and external media
The panel used a scoring system to award points for a range of
categories including the ability to demonstrate a strategic approach to
media and to service the account on a global basis.