Shell: truly global

Delwyn Swingewood

This is a wide ranging interview with Raoul Pinnell, Shell's vice president for global brands and communications.

Shell: Truly Global

Delwyn Swingewood interviews Raoul Pinnell, Shell's vice president for global brands and communications

Shell started in the 19th century as a London importer of oriental sea shells. Since then it has grown out of all recognition to become one of the world's most recognisable brands. So much so that in 1999 the oil giant abandoned the word 'Shell' in favour of the famous Pecten logo. A year earlier the brand appointed J Walter Thompson as its global advertising agency. Shell's vice president, global brands and communications, Raoul Pinnell, says the outcome has been bigger budgets, more creative...

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