International agency Havas has secured Shell’s strategic media buying account, with work due to begin in January 2024. The move has proved highly divisive, with the holding company facing criticism from activist groups.
The news follows a three-month review of the British oil company’s media business, fraught with protests by groups such as Extinction Rebellion and Clean Creatives, who protested various agencies rumoured to be pitching for the account.
The agency will take over from WPP-owned GroupM, which held the account for the past 18 years, with the announcement coming just as Clean Creatives releases its F-list report that names and shames advertising agencies working with fossil fuel clients.
Clean Creatives executive director Duncan Meisel said on LinkedIn: “There is no ambiguity about taking this contract: Havas Media Network is making itself a vital part of Shell’s plans to accelerate the climate emergency.”
Subscribe to Marketing Beat for free
Sign up here to get the latest marketing campaigns sent straight to your inbox each morning
In a statement, Havas said: “At Havas, we are invested in supporting companies through their growth and transformation journeys. We are pleased to have been appointed Shell’s global strategic media buying agency and look forward to working with the Shell team to ensure consumers are better informed about the range of energy solutions it is providing today and investing in for the future.”
The oil giant has faced accusations in recent months of hindering net-zero attainment through greenwashing and the exaggeration of its carbon-offsetting measures.
Earlier this year, Shell’s shareholders voted against aligning the company’s ESG goals with the Paris Climate Agreement by a 79% majority, prior to which the board had requested investors to vote against the climate resolution, as it would “effectively mean handing over retail and commercial customers to competitors”, with shareholders backing Shell’s own energy plan instead.
This comes as Shell’s profits for 2022 skyrocketed to an all-time high, reaching $US 39.9bn.
