allAfrica.com: Royal Dutch/Shell Review Media Buying to Consolidate Global Account: “Shell's media budget is estimated at $300 million.” (ShellNews.net) 11 Jan 05

This Day (Lagos)

Royal Dutch/Shell Group's Shell Oil is reviewing worldwide media buying in an effort to consolidate its global media services account.

A shortlist of agencies will be invited to pitch for media buying and strategic planning for Shell's global retail and lubricants businesses and recruitment advertising. The list is expected to be drawn from the Anglo-Dutch oil giant's current roster.

Shell's media budget is estimated at $300 million.

Raoul Pinnell, chairman of Shell Brands International AG, in a statement 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 practise in the marketplace. This is a good opportunity to ensure we are getting the best added value and efficiencies in our media activities."

WPP Group networks make up a large part of Shell's agency roster. J. Walter Thompson handles print and Internet buying in Africa, Latin America and the U.S., while MindShare does TV buying in the U.S. Grey Global Group's MediaCom handles the global corporate account as well as individual Shell products in Europe and Argentina; WPP is close to completing its acquisition of Grey Global. Maxus is Shell's media agency in parts of Asia, including Australia.

Interpublic Group of Cos.' Initiative handles lubricants and car-care products in the U.S., and Publicis Groupe's Starcom Mediavest Group works on the Jiffy Lube brand worldwide.

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