Corporate advertising – does the public care?

Donald Kerr

In this case study Donald Kerr describes Shell's corporate identity programme and outlines its success and how it was integrated within the product advertising programme.

Corporate Advertising Does The Public Care?

Donald KerrJWT

In the late 1990s, Shell developed advertising as part of a concerted communications programme aimed at global opinion leaders. This was in response to the results of external research, and designed to help increase that audience's knowledge of Shell's values and business principles, and improve its reputation, so that Shell retained its licence to operate. The advertising ran in global media and was the limited public face of a campaign that included much more direct engagement with a key group defined as 'special publics', which comprises influential individuals from governments...

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