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Win marks end of yearlong quest for independent shop
Shell Oil Products’ U.S. retail division has enlisted SWG&M Advertising in an effort to ensure that general-market campaigns from J. Walter Thompson resonate with African American and Hispanic consumers.
The move comes as Shell prepares to break ads for its fuels next month. Shell began its first fuel push in 10 years in August with the $25 million “Waves of Change” campaign from WPP Group’s JWT, Houston. JWT is rebranding several thousand Texaco stations for Shell via a range of ads.
SWG&M will tweak JWT’s work or come up with new creative for multicultural markets, said Brooks Herring, manager of brand and strategy for Shell’s retail division.
“We’re not saying these markets aren’t hit by the general-market work,” said SWG&M president and CEO Robert Wingo.
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