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Shell's review of global media and creative accounts puts WPP on alert


By Rebecca Stewart | Trends Editor

January 24, 2018 | 3 min read

Shell has launched a review of its global creative and media business, after decades of working with WPP-owned agencies JWT and MediaCom.


JWT is the agency behind Shell's 'Make the Future' campaign / Shell

JWT has held the energy giant's global creative account since 1997, while MediaCom was first appointed to handle the UK media account in 2001, before going on to win the global brief in 2005.

MediaCom in particular has invested heavily to accommodate Shell; when it won the global account it pooled resources into a 'Team Media for Shell' designed to handle planning and buying for the firm's global retail business as well as its corporate and recruitment advertising.

Both Shell and Mediacom declined to comment on the decision to review, but it's understood JWT will re-pitch for Shell's creative business.

A spokesperson for the latter said in a statement: "J Walter Thompson/WPP is proud of the innovative and award-winning work we have created with Shell over the past 20 years. We see this review as an opportunity to enhance our relationship and look forward to participating."

JWT was behind the brand's 'Make the Future' campaign which launched in 2016 with a focus on championing the corporations ties to sustainable startups.

Shell is estimated to spend around $200m on marketing each year.

MediaCom's parent firm, GroupM, has been undergoing several changes over the past 12 months. Its sister agency Mindshare recently lost Jaguar's global media account, while HSBC also announced this week plans to review its global media business, which currently sits with Mindshare.

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