Shell kiest MediaCom en vier WPP-bureaus

Shell kiest MediaCom en vier WPP-bureaus
  • Bureaus
  • 1 aug 2018 @ 11:49
  • 21595 x gelezen
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  • Jeroen Mirck
    Jeroen Mirck

    Redacteur
    MarketingTribune
  • MediastrategieCreatieKlantenPitches

Shell heeft na een pitch acht bureaus, waaronder vier WPP-bureaus, geselecteerd voor zijn mondiale pool van creatieve reclamebureaus. MediaCom is aangesteld om de wereldwijde mediaplanning en inkoop te regelen.

De vier geselecteerde WPP-bureaus zijn Wunderman, H+K Strategies, Geometry Global en Mirum. De andere vier bureaus zijn Doremus, Edelman, VCCP en VCCP Retail. De reikwijdte van het zogenoemde 'Creative Agency of the Future' roster van Shell beslaat strategie en planning, insight-gedreven creative ideation, digital, B2B- en trade marketing, shoppermarketing, influencer-engagement en PR.

De aanstelling van MediaCom als Shells mondiale mediabureau is een herbenoeming en bestrijkt alle mediaplanning- en inkooptaken in veertig landen. Chris Hayek, Global Head of Media van Shell: 'The selection of MediaCom reflects Shell’s ongoing efforts to modernise our marketing model and integrate communications across disciplines. This builds on our long-term partnership with MediaCom and sets industry-leading standards for audience planning and accountability of media-buying practices. MediaCom shares our ambition to continually improve the way we use media. Together, we will improve the effectiveness of Shell’s media spend across the globe.'

'Digital is the new normal'

Carolyn McKeever, Global Head of Downstream Marketing Communications bij Shell: 'Project "Agency of the Future" has actually revealed an approach of the future for Downstream. Three key things: sharing our business ambitions, not micro-communications objectives, resulted in a step changed response at RFP, digital is the new normal and finally the review demonstrated that we can no longer spend our way into our customer’s hearts and minds, we must earn our place. As well as realigning towards earned and digital first, we were determined to strengthen our specialist agency muscles in B2B, shopper and trade which Doremus, VCCP Retail and Geometry more than cover off.'

Uitgebreide klantrelaties

Bij WPP is men in jubelstemming omdat vier bureaus winnend uit de pitch kwamen. Jason Warnes, Global Client Partner bij Wunderman, leidde de creatieve pitch namens de bureaus en is benoemd als WPP’s Global Client Lead for Shell. In die functie beheert hij het uitgebreide klantrelaties.

Mark Read, Chief Operating Officer of WPP: 'Shell were looking for strategic, collaborative partners with a digital-first mindset to form a collective "Creative Agency of the Future", underpinned by best-in-class media and data capabilities. We are delighted with the outcome of both the creative and media reviews, which demonstrates the strength of our companies, our flexibility and adaptability as a group, and our enduring ability to win the trust of the biggest global clients.'

Ook andere bureaus reageren verheugd. Ruth Warder, general manager van Edelman: 'The review demonstrated that Shell can no longer spend their way into customer’s hearts and minds – this must be earned. We have been proud to support Shell for the past 12 years, and this is a new and exciting opportunity for Edelman to shape Brand strategy within the agency mix.'

Jeroen Mirck

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