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 1996.
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 South America.
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 relationships.
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 consultants. 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.