Shell shifts retail business to Leo Burnett & Arc Manila in the Philippines

The appointment followed an intensive review involving eight agencies including incumbent Bates 141.

The Publicis Groupe agency has been tasked to conceptualise, design and execute programmes for the leading energy and petrochemical firm’s marketing services initiatives, which includes offsite and onsite events, merchandising and point of sales materials among others.

Such initiatives are aimed at enhancing the petroleum brand’s image among internal staff and external stakeholders such as general consumers, dealers and partners.

On the appointment, Arlene P. Manalo, marketing manager at Shell Philippines, said that Leo Burnett, demonstrated “strategic insights, in-depth market knowledge and excellent creativity” during the review.

She added: “We look forward to working with the team to further enhance our brand positioning in the market.”

Raymond Arrastia, managing director for Leo Burnett Manila, said: “As the most preferred brand in the highly competitive fuel industry, Shell is highly dedicated to meeting the world’s growing demand for energy in an economical, environmental and socially responsible way. Shell is a brand guided by a clear and motivating human purpose, which we shall fully leverage to create powerful creative marketing services solutions that further strengthen its engagement with the people.”

Jarek Ziebinski, president Leo Burnett and Arc Asia-Pacific, said that his agency knows “insights and behaviour of people in retail environment very well” and that “this knowledge and experience will be used to create communication programs to engage people with Shell brand at its points of sales”.