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Abstract:
The case sets out the arguments for and against standardised, global advertising campaigns, setting the scene with the pros and cons that have been presented over the past. It continues by telling the story of how Shell, the major oil group with a worldwide presence, changes its advertising activity from a local focus to a centrally managed one between 1997 and 2002. The case describes this process, detailing the internal changes that were implemented and how relationships with Shell's advertising agency - J Walter Thompson - developed. The importance of the initial brand strategy work is highlighted, as well as the role of research in developing a global campaign, plus that of the creative idea at the heart of the advertising. The case concludes 'for' global advertising. The gains Shell made from changing to a central, standardised communication strategy are given as both financial and more effective advertising relative to locally produced campaigns. This case contains colour exhibits. A video '503-096-3' is available to accompany this case. The teaching note supplement is available either as a Powerpoint file or overhead projector (OHP) slides.
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