Wait ’til Next Year Is Response Of Shell Chemical to Finalists

Shell Chemical Co. last week postponed the review for its $5-7 million advertising account, launched in August.
The move leaves Houston incumbent Black Rogers Sullivan Goodnight responsible for the account until the process is resumed next spring. The agency is defending the business against three other undisclosed finalists.
The review will continue next year with the four shops making final presentations to Shell executives. Black Rogers Sullivan Goodnight president Scott Black could not be reached for comment at press time.
Shell Oil Co. agency of record Ogilvy & Mather, Houston, was among the agencies contacted initially, but it was not clear if O&M made the shortlist. Other shops that either dropped out or were eliminated from contention include Fogarty Klein & Partners in Houston and Howard Merrell & Partners in Raleigh, N.C.
One source said the delay was caused by internal restructuring at Shell and pending joint ventures with other chemical companies that may effect future advertising plans.
A statement issued by Shell attributed the postponement to the company’s “globalization effort and the possible consolidation of work in various locations.”
Shell representative Eydie Pengelly said, “We want to accurately portray the scope of the account to all agencies involved in the process, and we don’t have a key picture at this point.”