JWT Beijing scoops 2012 branding AOR for Shell Tongyi Beijing

The new partnership with Shell Tongyi was the result of a competitive pitch before Chinese New Year.

JWT Beijing reported that Ogilvy worked for this client's account in 2009 and 2010, the client used a local agency for a short while afterwards in early 2011.

JWT Beijing will develop Shell Tongyi’s brand strategy, product positioning and creative campaigns, and the client has earmarked a major nationwide campaign in Q2 prior to the London Olympic.

Shell China Holdings acquired a 75 percent share in Beijing Tongyi Petroleum Chemical Company Limited in 2006.

The resulting joint venture company, Shell Tongyi, produces a range of lubricants that are targeted to the mass and mass premium consumer segment, its close competitors in China include  Sinopec and Kulun Lubricant.

Shell owns six lubricant blending plants in China. Its Tongyi-branded lubricants have a 10 per cent share in China’s lubricant market, mainly in the vehicle, and iron and steel processing sectors.

“We want Shell Tongyi to be the first choice of local branded lubricants that Chinese customers will go for,” said Robert Kwong, vice general manager of Shell Tongyi who joined the company two months ago, after working for Shell China for many years, “We feel JWT Beijing are best positioned to help us achieve this goal.”

“We’re thrilled to win this very intense pitch. Shell Tongyi has aggressive plans to grow its market share, and we look forward to working with them to build brand equity and reach,” said Tammy Sheu, MD of  JWT Beijing, who just joined the agency last November from Lintas Shanghai.

Reported in January, Shell has kick-started a review of its estimated US$230 million global media account, which is currently held by WPP's MediaCom.