Raoul Pinnell, the former NatWest marketing director who lost his job
three months ago, has been lined up for a top job at Shell.
He will join the oil giant next month as successor to Mike Kesztenbaum,
Shell International’s branding and marketing communications director,
who has moved to a new position in Greece.
The news closely follows last week’s reports that Shell has asked three
of its roster agencies, Ogilvy and Mather, J. Walter Thompson and
Publicis, to pitch for its pounds 60 million European creative account,
previously handled on a country-by-country basis.
David Pirret, Shell International’s head of marketing services,
confirmed the appointment. However, he insisted that Pinnell would have
no direct involvement in the agency review.
Pinnell fell victim to an extensive restructuring of NatWest’s senior
management in September when it was announced that he would work on
‘special projects’ for Simon Lewis, the bank’s director of corporate
Pinnell moved from the Prudential to NatWest in August 1994 and was the
first person to take marketing responsibility for the entire retail
His arrival precipitated the axing of the bank’s long-running ‘here to
make life easier’ campaign which, according to Pinnell, could not live
up to its claims.
He took the bank’s advertising off television for six months,
masterminded its rebranding from National Westminster Bank to NatWest
and its repositioning as ‘more than just a bank’.
During Pinnell’s tenure, the bank’s agency roster was halved and there
was a substantial cut in above-the-line spend to focus on below-the-line
Pinnell also pioneered a number of third-party alliances and was one of
the prime movers in setting up the Tesco Clubcard Plus scheme.