pounds 20m drive to fix Shell image

Shell International will this month kick off a pounds 20m corporate communications campaign in a bid to restore its tarnished global image.

Shell International will this month kick off a pounds 20m corporate

communications campaign in a bid to restore its tarnished global

image.



The massive through-the-line push, which breaks on March 22, will focus

on environmental and social issues, and encourage debate and response

from the public. Use of the internet, on which Shell has been regularly

slated, will be a key part of the campaign.



The aim is to boost the company’s reputation following several PR

disasters.



These included the row over its proposed sinking of the Brent Spar oil

platform in 1995 and the Nigerian government’s execution of Ken

Saro-Wiwa in the same year, after he had objected to the oil company’s

activities in his country. As a result the company has faced consumer

boycotts of its products.



The integrated drive will be managed by J Walter Thompson and PR company

Fishburn Hedges, which were appointed last July. Both agencies have been

working closely with new media agency Traffic Interactive, which has

been appointed to work on an internet campaign.



Although PR-led, the campaign will include press advertising from the

start, and could be extended to TV advertising later on. There will also

be direct marketing activity.



Banner ads on the internet will link to a Shell discussion forum which

will encourage online debate on environmental issues such as renewable

energy. The site goes live on March 15.



While the day-to-day running of the campaign is being handled by a team

within Shell’s External Affairs department, Shell International’s

marketing director Raoul Pinnell is understood to have been closely

involved in the marketing strategy behind it.



Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message