How Shell built its Agency of the Future roster

Shell, the oil and gas company, rethought and reviewed its creative and media agency roster to set itself up for the future – and found far deeper value in collaborating closely and at a high level with agency partners.

When the multinational oil and gas company Shell announced that it would be kicking off a wholesale agency review in October of 2017, it was a big deal.

It was the first such review of what had grown to a total roster of 90 agencies around the world, which...