Shell - Velocita

Andy Brown, Stephen Barber, Douglas Moody-Stuart and Tina Chao

This paper explains how Shell formed a partnership with The Marketing Store to create and implement a global promotion to shift attitudes and behaviours of those consumers with no strong preference for Shell fuels.

Shell – Velocita

Principal Author: Andy Brown - The Marketing Store Contributing Authors: Stephen Barber, Douglas Moody-Stuart - The Marketing Store; Tina Chao - Shell

1. THE BACKGROUND

This is the story of how The Marketing Store developed what is considered...

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