SHELL OIL AWARDS $240 MILLION MEDIA ACCOUNT TO WPP

Agencies MediaCom, Maxus Part of Dedicated Buying and Planning Team

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NEW YORK (Adage.com) -- Royal Dutch/Shell Group's Shell Oil today named a team from various WPP Group media agencies to handled media planning and buying for three of the company’s business groups following a review, according to a Shell spokeswoman.
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Shell Team
WPP named the group that will work with the marketer on the account “Team Media for Shell,” which is comprised of executives and resources pulled from media agencies MediaCom and Maxus. The team will handle buying and planning for Shell’s global retail and lubricants (including Pennzoil and Quaker State brands) businesses, as well as for the company’s corporate and recruitment advertising. MediaCom’s U.K. office will lead the business.

Annual media spending, the Shell spokeswoman said, is $244 million. The review did not affect agency relationships for Shell’s other business units, which include oil and gas exploration and production, producing and marketing natural gas and electricity, and trading energy products.

Beat PPG's Initiative
The WPP team bested Interpublic’s Initiative, which was an incumbent on the lubricants and car-care products in the U.S., in the final round. Others involved in the review were Aegis Group’s Carat, New York, and Publicis Groupe’s Starcom MediaVest Group in Chicago.

Consultants Roth Associates, New York, and Media Audits, London, handled the review.