NEWS: Shell invites three to pitch for European job

Shell has kicked off the search for an agency to handle its entire

pounds 60 million European creative account. The oil giant currently

splits its advertising on a country-by-country basis.

Shell has asked three roster agencies to pitch for the business - Ogilvy

and Mather, which handles the pounds 7 million UK account as well as

creative work in a number of countries across Europe;

J. Walter Thompson, which works on Shell in Asia Pacific, Greece and

Germany; and Publicis, which covers Scandinavia and France.

The review is being driven by a group of senior Shell marketers,

comprising David Watson, Shell Europe’s brand communication convergence

manager, Andrew Blazye, Shell’s global brand development manager, and

Kjell Johnsen, Shell’s Scandinavian brand manager.

Watson confirmed the review and commented: ‘It is likely that we will

appoint one agency to handle all or most of Shell’s advertising across

Europe.’ He added that the move was designed to create a more

‘consistent brand’ for Shell across Europe.

The pitch creates difficulties for JWT London, which handles the pounds

11 million Esso account in the UK. No-one at Esso was available to

comment as Campaign went to press and Dominic Proctor, JWT London’s

chief executive, also declined to comment. However, Shell’s Watson said:

‘Any competitive clashes can be resolved when we decide on an agency.’

Miles Colebrook, JWT Europe’s chief executive, sought to play down the

significance of the pitch, saying: ‘Shell has simply briefed us to

explain how we operate in Europe. It will then decide what to do with

the information.’

Initial presentations will take place in the middle of December, with a

decision expected in January.

This article was first published on Campaign