NEWS: CIA nets Shell’s pounds 35m pan-Euro media work

CIA Medianetwork has emerged triumphant from the pounds 35 million

review of Shell’s prestigious pan-European media planning and buying

account.

CIA scooped the centralised business after a final shoot-out against

the Network. Optimedia and Leo Burnett also pitched for the business

originally.

Shell is CIA’s largest geographical account win, covering 25 local

markets with a total spend of dollars 60 million, including pounds 5

million in the UK.

Some observers have questioned whether CIA has the resource to handle

such a large piece of business, but Mike Elms, the chief executive of

CIA UK Holdings, said: ‘This is the sort of business that networks are

built on. We were able to give Shell the confidence in our ability to

deliver results right across Europe. We also have co-ordination

procedures which will enhance Shell’s media on a pan-European level and

in each local market.’

Shell’s decision to move its media into CIA is a severe blow to the

Network, Ogilvy and Mather’s European media operation. The Network had

handled the bulk of the UK business, which includes Shell petrol and

Shell smart cards, while Optimedia had the motor oils.

The Network also holds the account across most of Europe, though

Optimedia is the incumbent in France, Finland, Greece, Holland, Norway

and Sweden. BBDO had the media in Germany. The pan-European media

centralisation has been introduced to get more value from Shell’s media

budgets.

The Shell decision comes as its rival, Mobil, has put its pounds 20

million pan-European media review on hold as it prepares for a merger

with BP.

This article was first published on Campaign