R3 tipped to be handling Shell's global creative and media review

Shell has called for a global review of its creative and media accounts.The incumbent agencies on the account are WPP's JWT for creative and MediaCom for media. Marketing understands that the review is being handled by pitch consultancy R3. R3 could not comment at the time of writing.

Marketing has reached out to Shell, JWT and MediaCom for comment. According to an AdAge report, the account is tipped to be valued at more than US$200 million.

JWT has been working on the account for nearly two decades. Last year, JWT London created a spot with Shell, an off grid light funded by Shell, using the power of gravity to create light. Gravity Light generates power without batteries, using only a weight that powers an LED light. Gravity Light was launched in Kenya by visiting off grid communities and telling stories each night under Gravity Light. The campaign claims to have reached 30,000 people across Kenya and created a content driven campaign to engage and inspire global millennials.

Meanwhile, to motivate China truckers, Shell Global and J. Walter Thompson created "Postcards", a social media campaign that allowed long-haul trucker drivers showcase their stories and post a heart-warming message to their families. This was for the Shell Rimula brand. The campaign saw Shell Global working with J. Walter Thompson's Singapore, London and Shanghai offices.

In Malaysia, Shell worked with Edelman to launch its annual #StationStories campaign. The campaign features a series of stories celebrating the journeys of its customers. In July 2017, the station pulled the life-sized cardboard cutouts of a female employee from stations, after offensive images of men “abusing” the cutout went viral online.

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