In 2001 Shell came to MediaCom looking for a new type of media partnership. A partnership with a truly global media agency network, one with an office in every single territory in which Shell operates. A network with a track record of working with global clients, allowing Shell to base all its communications on one media platform, and with the resources to help Shell assign its ad budget to maximise profits in each territory. Shell were also looking for significant improvements in their buying efficiencies.
MediaCom has delivered a truly European network with the same values, levels of service, planning process, software tools and maximised savings. Traditionally, it has been easier to consolidate media buying globally than media planning so establishing a planning process across Europe is a tougher task. We deployed Real World Communications, a planning platform with the depth to develop strategic solutions to the most challenging marketing briefs, but with the simplicity to be applied in any market. It's now in place for Shell as a total communications planning process, to develop a single platform for all their communications. All Shell plans in the 37 European markets are measured by a suite of proprietary tools, which track the success of campaigns based on specified performance indicators. To calculate how much money should be spent in each territory, MediaCom have developed a budget allocation matrix tool (MediaMax), which uses 13 criteria to calculate the necessary levels of expenditure by market to achieve the objectives set. The results in those markets are then assessed using detailed econometric analysis where necessary.
In the first year of the relationship MediaCom and Shell have developed a new way of working which delivers a consistently high level of accountability and service in every market. The savings benefits have been massive too, not only in terms of pure savings (year on year and against an audited pool) but also in terms of added value we've secured.
"I could never have imagined such a seamless transition to a new agency, and the service level scores from the team here continue to reflect very high satisfaction rates. Moreover, the partnership between MediaCom and our creative agency is extremely positive, which really enhances the level of service we receive from both agencies."
