The assignment is the first decision in Royal Dutch/Shell Group's ongoing global media review. Still to be decided is what agency will handle Shell's media business in the U.S., Canada, South Africa and South America.
Tempus Group's CIA was the incumbent media shop on the European media business. WPP Group's Media Insight and J. Walter Thompson handle media outside Europe.
MediaCom's London shop lead the pitch for the business.
"We've had some successes," said Mr. Gerster, who estimated that his shop has won close to $1 billion in new business this year, including the $150 million Diageo beer and spirits account; the $55 million consolidated Groupe Danone U.S. media buying and planning account; and GlaxoSmithKline's $600 million consolidated media buying account.