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Campaign Imminent: Shell retains media AOR, adds four creative agencies amid digital shift
MediaPost reports did not lose their work as a result of the appointments.
To lead this new agency team, Jason Warner, global client partner at Wunderman, was promoted to global client lead for Shell. He was the one who led WPP through the pitch process, so it only makes sense for him to take up the reins. Note: Warner is based in the UK, so he will not show up in Winmo and you'll have to be wary of GDPR. We are trying to track down his email.
Meanwhile, Shell brought on some new leadership to support the agency team internally. Please view those personnel shifts wishes to find a number of personnel of top of that.
Because the agency team is receiving quite a bit of support, we expect the first campaign it launches to be a hefty effort. It was not disclosed when that campaign would launch, but sellers should definitely reach out to remain top-of-mind. Expect the campaign to use all channels, but remember that Shell has been switching to digital.
Since the digital shift is meant to increase engagement among millennials, sellers who can use high ROI digital strategies to reach millennials will likely have the advantage securing work here. The company spends the most during Q2 and Q3, which also act as its respective buying and planning periods. You can also try to secure revenue from new products.
Shell has been using product innovation to help it stand out amid competitors like BP, Exxon and Chevron. A lot of these new products are focused on innovation and sustainability since it is pushing itself as a "mobility retailer." For example, it it testing fuel delivery, began to integrate its Fuel Rewards loyalty program and is investing in electric charging and renewable fuels.
Keep in mind that these product innovations (as well as the new agency team and leadership) should see Shell's recent spend declines reverse themselves. Remember, though, that most of these increases will likely go to digital since the company is shifting to digital to better engage millennials.
iSpot reports a YTD national TV spend of $16.3m placed on male-focused programming (see targeting right). Spend in the same timeframe of 2018 totaled $16.9m, full 2018 spend totaled $21.4m and spend in 2017 totaled $21.3m.
Adbeat reports digital display over the last 12 months has totaled $19.1m and been placed primarily via YouTube (81%) onto sites like youtube.com, nbcnews.com, theverge.com, msnbc.com and caranddriver.com. Ads over the last 24 months totaled $23.5m and saw similar placement.
The oil company has also been known to use outdoor, print and radio. Outdoor increased from Q1 2018 to Q1 2019, according to Kantar, but print and radio decreased during that time.
Hookit reports sponsorships include Team Penske, Joey Logano, Josef Newgarden, Augusto Farfus and Erik Dietz.
Agency and martech readers -- the company's roster is now full, so it would be in your best interest to prospect elsewhere. I would suggest watching Mindshare; it likely won't want to share an agency with its competitor and will need support to fill that vacancy.