Shell taps Proximity for $100 mil acc't

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[london] Royal Dutch-Shell Group of Cos.' Shell Oil has named Proximity, London, Omnicom Group's international marketing-services network, as lead agency for its global point-of-purchase and sales promotion accounts, worth up to $100 million. Shell and incumbent Tequila, owned by Havas, issued a joint statement in October saying their relationship would terminate at the end of 2002. Shell said it wanted greater consistency with its branding and creative business, handled by WPP Group's J. Walter Thompson Co. Shell's global media agency is Grey Global Group's MediaCom. Proximity already worked with Shell developing online campaigns.
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