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Shell Retail picks M&C Saatchi for Singapore

Shell Retail has appointed M&C Saatchi in Singapore as its agency of record from May 2016 following a rigorous closed-­‐door pitch involving several  agencies.

Marketing understands the incumbent on the account TSLA did not pitch for the account.

As Shell Retail Singapore’s new creative agency partner, M&C Saatchi (Singapore) is tasked with bringing in fresh perspectives and insights to help the iconic brand stand out in this highly competitive category.

Shane Wan, head of retail marketing (Singapore, Indonesia, Hong Kong) Shell Eastern Petroleum said, “We are most excited and pleased to have M&C Saatchi (Singapore) as our new creative partner. They have impressed us with the quality of their strategic thinking and innovative ideas. We look forward to this partnership to build a stronger brand and to continue to connect with our drivers in Singapore.”

This win is one of several for M&C Saatchi (Singapore) over the past year. Other notable business wins include NETS (Network for Electronic Transfers), the Prime Minister’s Office (Public Services Division), Ministry of Health Holdings, Mount Faber Leisure Group, LASALLE College of the Arts, and Aston Martin (through Wearnes Automotive Singapore).

“We look forward to bringing our past experience in the petroleum and automotive sector to bear as we help market Shell Retail (Singapore)’s range of offerings to consumers in Singapore. The first campaign we are developing for Shell Retail (Singapore) is a true reflection of M&C Saatchi’s philosophy of ‘Brutal Simplicity of Thought’ and we can’t wait for it to break,” Tanuj Philip, CEO of M&C Saatchi Singapore, said.


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