LOS ANGELES: Shell Oil Company US has hired a Hispanic AOR after a national search.
Houston-based Lopez Negrete Communications has been chosen to handle PR for all retail products and services.
"Shell Oil Products US recognizes that a customized approach is required to effectively communicate with the Latino and Hispanic community," said Karyn Leonardi-Cattolica, media-relations adviser for external affairs and issues management, of Shell's decision to hire the niche agency.
Lopez Negrete will help to position the Shell brand as a leading oil and gas brand among the Hispanic community. The account will include new product launches, gasoline advertising, and promotions.
"Our relationship with the car is a little deeper," said Simon El Hage Lisha, director of strategic marketing at Lopez Negrete, of the reason why Hispanics represent an important market for the oil giant. "Our perception of the car is different."
He added that the PR efforts will at first center on gasoline and retail gas stations, of which Shell owns more than 13,000 in the US, but will later expand to include other retail products and services. He gave the example of an upcoming campaign for V Power, a premium gasoline, which will be Lopez Negrete's first project.
"We're working on the campaign as we speak," he said.
Lopez Negrete has done project work for Shell in the past, in conjunction with its advertising agency, J. Walter Thompson.