Shell gives £70m global DM and SP job to Proximity

Marketing, Thursday, 19 December 2002, 12:00am,

Shell has moved a step closer to its goal of delivering integrated global brand communications with the appointment of Proximity to handle its estimated £70m international below-the-line account.

The fuel giant awarded the assignment last week after a pitch involving a mixture of direct marketing and sales promotion specialists.

Iris will work alongside Proximity on a series of ad hoc projects.

Overseen by Shell's vice-president of global brands and communications Raoul Pinnell, the pitch was designed to assist the company's integration of its below-the-line strategy more effectively with advertising developed by Shell's global agency J Walter Thompson (Marketing, October 10).

Work will concentrate on point-of-sale material at thousands of Shell petrol forecourts around the world, as well as some direct and promotional marketing.

The unsuccessful agencies involved in the pitch were J Walter Thompson, Triangle Communications, Tullo Marshall Warren, KLP Group and Toast.

This article was first published on Marketing