Shell Lubricants: Making media the new oil

This event report demonstrates how Shell Lubricants, which manages brands like Pennzoil and Quaker State, achieved heightened marketing flexibility using corporate trade.

Shell Lubricants: Making media the new oil

Stephen WhitesideWarc

Pennzoil was all set to launch a pioneering new product – a first-of-its kind synthetic motor oil made with natural gas – that promised to keep pistons much cleaner than the competition.

And, in South By Southwest, the brand had found the perfect event for promoting this offering to influencers and innovators.

The problem? "We didn't have the money for it," Mark Pyle, brand and communications manager at Shell Lubricants – the owner of Pennzoil – informed delegates at IEG's Sponsorship 2015 conference in Chicago. "What we needed...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands