Oil and gas giant Shell International has appointed Fishburn Hedges
as the lead agency to carry out a review of its global communications
strategy as part of a PR-led pounds 18 million project.
The move is part of a programme to repair the damage caused by high
profile cases such as Shell’s disposal of Brent Spa and its record in
The company has also brought in advertising agency J Walter Thompson
(JWT) to assess the potential role of advertising in the communications
Fishburn Hedges and JWT are expected to develop PR and advertising
programmes to improve Shell’s communication with stakeholders.
Shell International is the corporate operation of the Royal Dutch/Shell
Group, which owns more than 1,700 operating and service companies in
over 100 countries.
Fishburn Hedges will work with Shell’s external relations team, led by
vice-president of external affairs Karen de Segundo. ’Shell is a global
company and the brief is to look at closing the perception gap around
the world,’ said Fishburn Hedges managing director, John Williams.
Shell established its external affairs department three years ago and
has initiated research into a wide range of stakeholder opinion, from
its own employees, to non-governmental organisations, academics and the
media, partly in response to criticism from environmental and human
In April Shell published its first social responsibility report, which
stated its duty towards human rights, social and environmental issues.