Lindsay Stein
Jul 19, 2018

Shell's expected global winners: VCCP, Dentsu, Mediacom, Doremus

The global review kicked off in January for creative and media.

Shell's 'Make the future' campaign highlighting clean energy initiatives
Shell's 'Make the future' campaign highlighting clean energy initiatives

Update, 2 August: Shell and WPP have confirmed that the agencies on the final roster are Doremus, Edelman, Geometry, H+K Strategies, Mirum, VCCP, VCCP Retail and Wunderman, while MediaCom retains the media business.

Shell is expected to select VCCP and Dentsu to handle global creative, while Mediacom will retain the media business and Omnicom’s Doremus will handle b-to-b creative services, according to people with knowledge of the matter.

A representative from Shell said the process is still underway and an official decision has not yet been made.

Shell, which has reportedly appointed R3 to handle the process, spends an estimated $200m (£142m) on marketing annually.

WPP's Geometry, Mirum and H&K are also expected to work on parts of the Shell business going forward.

In January, Shell sent RFIs to select media and creative agencies and holding companies. The company had previously worked with JWT on creative for more than two decades. Mediacom has also had a longstanding relationship with Shell.

With the new team in place, Shell’s roster of agencies went from being WPP-focused to including four holding companies.

The review was handled by R3, according to people with knowledge of the matter.

Representatives from R3, JWT and the agencies that are set to win the business were not immediately available for comment.

In December, Shell launched the latest phase of its "#makethefuture" campaign in the form of a music video featuring five pop stars to represent clean energy initiatives.

Source:
Campaign US

Related Articles

Just Published

5 hours ago

40 Under 40 2024: Hajar Yusof, Naga DDB Tribal

Hajar’s initiatives reflect her commitment to innovation, diversity, and leaving a lasting legacy in the industry.

5 hours ago

Moo Deng says hands off unless you’ve washed up

Lifebuoy’s new campaign introduces a fresh face in hand hygiene, pairing AI with playful reminders to help keep those paws—er, hands—clean.

6 hours ago

The CMO's MO: Hyatt's APAC marketer on the power of ...

"Focus means saying no to 100 good ideas and saying yes to the great ones." Hyatt’s Tammy Ng shares how lessons from Steve Jobs and James Dyson are guiding her approach to personalising guest experiences.

7 hours ago

Trump’s victory isn’t just America’s crisis—it’s a ...

Make no mistake—2024’s US election was a calculated exercise in marketing from beginning to end, revealing a striking alignment with the very principles that drive our industry.