Shell sticks with Mediacom

The WPP agency has held the gas company's business for nearly 20 years.
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Gas company Shell has selected a new roster of global agencies, but is sticking with GroupM’s Mediacom for paid media.

The retention was first reported by The Drum citing sources familiar with the matter. Mediacom Canada CEO Kevin Johnson posted the article on LinkedIn, writing that the agency was “excited to continue working with a great brand.” Neither Johnson nor Shell responded to requests for comments.

Mediacom has held the Shell account for nearly 20 years. In 2005, it created a designated media team for the gas company to handle its global business. Two years ago, its “Best Day of My Life” campaign earned the agency numerous international awards for its use of content. The shop also gained international attention for its sports-fuelled content marketing campaign, “The Power of Sport,” centred around the 2015 Rio Summer Olympic Games. The campaign, powered by Mediacom’s Beyond Advertising content unit, nabbed a Cannes Media Lion for the effort and an Internationalist Award.

Canadian-specific media initiatives include a brand integration on CBC’s Dragon’s Den and last year’s “Fuel Your Fall Commute” campaign.

Shell, which is headquartered in the U.K., launched its review in January.

Other recent Mediacom wins include the $20 million account for Aldo Group and Adidas.

According to The Drum‘s report, incumbent creative shop J Walter Thompson London will split the company’s creative account with Wunderman, Geometry Global, VCCP, Dentsu and other agencies.