Shell’s restructured global chemicals business is holding an advertising review. It is unclear how much the business could be worth but it is understood that corporate identity, and a possible global advertising campaign, are on the agenda.
The company, Shell Chemicals, was formally launched in January. It represents the consolidation of all Shell group’s various chemical interests – some of which date back to the Twenties.
It has approached at least three agency networks in the US – DDB, BBDO and TBWA, all Omnicom networks, plus Ketchum Advertising. The groups are understood to have approached their local agencies in the UK for meetings with Shell Chemicals representatives in the UK this month. It is not known whether other agencies will be added to any future list.
“It is exploring a wide-ranging corporate communications plan in support of the new structure aimed at all stakeholders – internal and external,” says Shell International spokesman James Herbert. “Advertising, if it were used, would be just part of that plan.”