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