M5&C plots Shell corporate blitz

Shell International is understood to be gearing up for a worldwide corporate advertising campaign through M&C Saatchi, which will run in addition to the advertising supplied by roster agencies J Walter Thompson and Ogilvy & Mather.

Sources suggest the proposed M&C campaign is being pushed by Karen de Segundo, vice president external affairs at Shell International.

De Segundo is understood to be close to Cor Herkstroter, chairman of Shell’s committee of managing directors who would give the final go-ahead for the campaign.

It is not known which Shell department would fund the campaign. The company is running a global advertising and promotions campaign, through JWT and O&M, which links the oil company with car maker Ferrari.

The ad campaign supports Shell’s first truly global sales promotion programme. The 50m campaign breaks in the UK in January.

This initiative is the brainchild of Raoul Pinnell, Shell Internat ional head of global branding communications. If the corporate campaign goes ahead it is not clear what role Pinnell would play.

Neither JWT nor O&M, both owned by WPP, would welcome another agency being appointed to handle Shell advertising since budget conflicts would be likely to arise.

M&C has been working with Shell International over the past 18 months offering advice and expertise, says Shell, on its “core purpose” initiative – an internal review studying the basis of the business and how practices and staff commitment can be improved.

Last month, the M&C and Shell team, which had been working on the initiative, presented it to senior Shell management. Their presentation also formed part of Shell’s inaugural broadcast on its new business TV network, says Mike Hogan, head of group media relations at Shell International.

It is understood that the film and the work produced by the agency will form the basis of a corporate advertising campaign.

Neither Shell nor M&C would comment on the initiative.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here