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.

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