Shell has appointed WPP Group agencies MediaCom and Maxus to handle its $244m (&£134m) global media planning and buying account. The agencies pitched under the name Team Media for Shell, beating Initiative. It will be the first time the two agencies have worked together following WPP’s acquisition of MediaCom’s holding company, Grey Global, this year.
Going online not only cuts costs, but also lowers competitive barriers and removes physical distance from the purchase decision, playing to the strengths of the biggest, strongest brands.
To maintain trust, comply with regulations and offer more effective personalisation, brands should offer consumers a variety of opportunities to communicate which kinds of content they want to see, when they want to see it.
With the furlough scheme coming to an end, businesses looking to cut costs in the absence of recovering revenues are planning to do so at least in part by cutting jobs.
The car manufacturer’s UK marketing boss believes brands cannot and should not go dark during a recession, especially in the auto industry where long-term planning is key.