Shell had a historically decentralized communications model which resulted in cemented relations between local agencies and local Shell teams, often leading to duplication of effort and missed opportunities due to fragmented marketing activity.
We pro–actively built relationships with Shell’s central and local marketing teams to promote the benefits of the new centralized marketing approach. Our dedicated account team developed a deep knowledge of Shell’s operations while also possessing local language expertise.
We provided a transparent cost–base template and identified areas for savings through this single, streamlined process.
By encouraging the use of global toolkits, we helped Shell eliminate unnecessary spend on the duplication of local work. We also acted as brand guardians to ensure compliance with new guidelines.
The new approach we introduced helped ensure communications arrived to markets in line with corporate objectives. Sharing pre–press and print activity and creating a translation memory database generated both cost savings and consistency in translation.