Shell Switches Media Duties to Havas Following Review and Climate Demonstrations
Rewritten Article:
Shell's Got a Swanky New Media Partner: Havas Media, Starting Early Next Year 💥
Here's the lowdown on that! Shell's confirmed to Adweek they're ditching WPP's GroupM and teaming up with Havas Media to handle their global B2C strategic media buying from January 2024.
Now, you might be wondering why the change? In 2022, Shell dropped around $240 million on their media (by COMvergence's reckoning), but they're evidently searching for a more streamlined approach, and Havas Media seems to fit the bill.
Their decision to jump ship comes after a beefy, three-month review of their media business. That process grabbed headlines after activists, like Extinction Rebellion and Clean Creatives, caused a ruckus at agencies rumored to be in the running for Shell's account. So, Havas takes over from WPP's GroupM.
All this stirs up a central tension within the ad and PR industries concerning climate issues 🌎.
Fun fact: Havas is a colossal company, serving up content, media, and communications worldwide. They've got a knack for media experience strategy, employing the Mx System to craft media experiences that build stronger brands (fancy, huh?). They've got a winning formula that aligns with Shell's ambition for a more integrated and effective media strategy.
With their Converged strategy, Havas Media aims to integrate media across multiple platforms, enriching Shell's capability to deliver a consistent brand experience. That could translate into improved strategic alignment, and a more streamlined, efficient approach to managing Shell's global media campaigns 😎.
However, Havas has sparked controversy, with accusations that they're not doing enough to address Shell's environmental impact. On the flip side, this switch could reveal Shell's attempt to associate with agencies that can support their sustainability goals and communications 💚.
In the market, Havas Media's gain could mean WPP's loss—the loss of a heavyweight client like Shell could shake up their market share and influence future pitches and relationships. It may also signal a trend among clients hunting for more agile, innovative media strategies 🌟.
[1] - Converged Strategy: Integrating media across different platforms to enhance brand experience coherence.[3] - Backlash: Controversy surrounding the choice of Shell's new media partner, as a result of their environmental impact.[5] - Market share and competition: The potential impact of Shell's switch on market dynamics and competition in the media industry.
- The integration of media across different platforms through Havas Media's Converged strategy could potentially enhance coherence in Shell's brand experience, aiming for improved strategic alignment and a more streamlined approach.
- Havas Media's association with Shell has sparked a backlash due to concerns about their lack of commitment to addressing Shell's environmental impact, but this switch could also signify Shell's search for agencies supporting their sustainability goals and communications.
- The loss of a heavyweight client like Shell could significantly impact WPP's market share, influencing future pitches and relationships in the media industry, potentially signaling a trend among clients seeking agile and innovative media strategies.
