The company said it wanted to appoint a global network to cover the entire worldwide account, which is currently split between MediaCom in Europe (worth around £5m in the UK), Maxus in Asia, Initiative, MindShare and JWT in the US and Starcom MediaVest for Shell’s Jiffy Lube brand.
The winning network’s budget for work on the business is also expected to increase over the next few years above the current £100m spent on marketing in 2004.
A shortlist of agencies invited to pitch for the business is expected to be unveiled in the first few months of the New Year, with a network appointed and working on the account by July 2005.
Raoul Pinnell, chairman of Shell Brands International, said: "It is standard practice for Shell to review its agency alignment on a regular basis.
“The media industry is one which changes rapidly, and Shell must keep up to date with best practice in the marketplace.
“Recent changes in the way we organise our businesses also make this a good opportunity to ensure we are getting the best added value and efficiencies in our media activities.”
By Kevin May
This article was first published on Media Week